Brief Description: The ‘Under my Skin’ campaign for the British Heart Foundation answered the question ‘how can you effectively deliver an anti-smoking message when shocking isn’t shocking anymore?’ Choosing to avoid disgust inducing norms of the category, the BHF aimed to increase smokers’ determination to quit by illustrating physiological damage in a way that made it real, relevant and immediate, regardless of circumstances or age. ‘Under my skin’ strengthened the BHF’s perceived role as the friend of the smoker, helping save over 5,000 lives and paying for itself 600 times over. More than 225,000 smokers asked for help to quit during the campaign; ---(TAGS)--- Full Title: Anti-smoking - how advertising helped the British Heart Foundation get under the skin of hardened smokers; Number: 2006/41; Brand: British Heart Foundation; Client: British Heart Foundation (BHF); Product Category: Charities (All Charities) ; Government Departments (Public service information campaigns); Agency: Lowe London; Author: Tim Postle, Gorse Jeffries, Claire Marker, David Bratt; Prize Winners: Silver (Adworks ref: Advertising Works 15)