In the UK the British Heart Foundation has recently launched the Food4Thought website with the aim of promoting healthy lifestyle to children.
The site is a sort of adventure game, where children play exploring a virtual city full of junk food advertising messages. As explained on NMA, the idea of the BHF is to run a digital campaign that employes the tactics used by snack brands which continue to advertise through child-focused sites.
Food4Thought is the first digital-only campaign rolled out by the BHF, which is also running online ads on youth relevant sites such as Bebo and MSN.
The agency behind the website is Fingal, while the online ads have been created by Avenue A/Razorfish.