Wednesday, 30 April 2008

Our sexy seaside advert is 7th most complained about

Do you remember our campaign advert last year which featured a semi-naked man (he is actually wearing his swimming hat and goggles) and a woman in her swimming costume and hat, cuddling on the beach?

We ran it on billboards and in newspapers across the nation to make you aware that both 30 minutes of swimming (and sex) each day can be beneficial for your heart health, along with other exertions such as gardening, walking the dog, vacuuming and washing the car.

Unfortunately not everyone saw it that way, and our saucy seaside swimming poster was the 7th most complained about advert of 2007. According to the Advertising Standards Authority's new annual report, the ad generated 122 complaints from the public.

Our Head of Communications David Barker explains the thinking behind the advert...

“We are living in a world where we are bombarded with advertisers trying to grab our attention. To be successful, advertising needs to cut through the clutter and make a real impact.

“At the BHF we create high impact advertising that works. What some people see as controversial, others see as a welcome wake up call. Our 30-a-Day campaign has seen nearly 40,000 people request further information to help them get active and reduce their risk of developing heart disease.

“BHF adverts are designed to help save lives, not insult people. Previous hard hitting BHF advertising campaigns have helped thousands to give up smoking, encouraged children to think about what they eat and helped save lives by informing people about the symptoms of a heart attack.

"Our aim is to continue to produce successful and award winning advertising that helps save lives.”

To find out who also featured in the top 10 complaints check out the ASA's annual report

Alternatively, you can find out more about swimming, sex, gardening and other heart healthy pursuits on our special 30 a Day website

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