In the UK the British Heart Foundation has recently launched the Food4Thoughtwebsite 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. | 
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