British Heart Foundation - Heart disease is heartless
The BFH's campaign 'Heart disease is heartless', showcases a son's experience with the loss of his farther to heart disease. The highly emotional advert for some individuals would trigger a personal memory of loosing a loved one. This being painful for the consumer, especially if they have lost a parent.
The ASA (The Advertising Standards Authority) in which regulates all UK adverts received over 200 complaints surrounding the advert. Despite the mass complaints, an ASA spokesman said that the advertising regulator would not pursue the investigation further.
“We’ve carefully assessed the complaints but our Council has decided that there aren’t grounds for further investigation. While we recognise that the ad could be upsetting to some viewers, and is likely to have a particular resonance with families who have been, or are currently being, affected by this issue, the ad's hard-hitting nature is appropriate in the context of promoting an important cause.
“It has also been given a scheduling restriction which means it can’t appear in or around programmes that are targeted at, or likely to have particular appeal, to children. On that basis, we do not consider that it is likely to cause serious or widespread offence or undue distress.”
“We’ve carefully assessed the complaints but our Council has decided that there aren’t grounds for further investigation. While we recognise that the ad could be upsetting to some viewers, and is likely to have a particular resonance with families who have been, or are currently being, affected by this issue, the ad's hard-hitting nature is appropriate in the context of promoting an important cause.
“It has also been given a scheduling restriction which means it can’t appear in or around programmes that are targeted at, or likely to have particular appeal, to children. On that basis, we do not consider that it is likely to cause serious or widespread offence or undue distress.”
Although the advertisement did maintain mass complaints the BHF stood by their advertisement stating that it got mass people talking about the disease.
When referring this to my own project it must be considered whether a campaign such as the above is effective or whether it upsets the consumer.
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