See our new film ‘Chocolate Orange is the New Black’

For this year’s British Heart Foundation DECHOX film we wanted to continue the chocolate theme and put a DECHOX spin on the popular TV series ‘Orange is the new black’ to engage our target audience. We wanted to create something that will be as memorable and successful as the first year which raised over £700,000 in funds. It was key to continue the DECHOX story and keep all the elements that made the original campaign so engaging which were humour, irreverence, a focused strategy and customer journey plan. It was also crucial to get across the empathy of ‘giving up chocolate’ for March to engage with our audience, and generate sign up. po.st/u0XOi8