The British Heart Foundation (BHF) had rolled out this controversial poster campaign to encourage the over-50s to take up 30 minutes of exercise a day. The campaign, launched in April 2007, included three posters, two of which prompted complaints to be made to the Advertising Standards Authority. The ASA received 75 complaints about billboards featuring a nude man embracing a woman in her swimming costume. The second advertisement featuring a man combining walking the dog and washing the car attracted a total eight complaints on the ground for being offensive.
While the third advertisement featuring a man behind a push mower under the surface of his swimming pool did not attract complaints despite it could have been a case for the ASA for promoting dangerous activities. However, the ASA ruled that though the complaints have alleged that the advertisements are offensive but it did not perceived that there are enough grounds for investigations and subsequently the case was closed.
The 30 a Day campaign aimed at addressing one of the most important issues affecting the health of older adults, physical inactivity.
Via Duncan’s Print
