British Heart Foundation sends chocolate packing in 'Dechox' fundraising campaign

The British Heart Foundation (BHF) has a solution to help cleanse those who overindulged in chocolate this Christmas.

The charity is launching a fundraising initiative in which people are sponsored to give up chocolate for a month to raise money for vital research.

This Boxing Day, once the gluttony and festivities start to wind down, it is launching its annual 'Dechox' fundraising campaign, which began in 2015.

To accompany the healthy initiative, the BHF has released a film created by Wax/On, which illustrates what happens when you send chocolate packing - it goes on holiday of course.

The ad is set in a Chocolate retreat, where chocolate bars brave the heat to enjoy some down time away from the supermarkets.

Celebrating their new lease of life - now that their human consumers have abstained - the sweet confectionary treats let their wrappers down and enjoy a 'dechox' holiday in the sun, filled with back massages and drinks by the pool.

However, the chocolates drop their activities and crowd together as a dark shadow engulfs the idyllic scene. It quickly becomes apparent that the omitting shadow has come from the closing of an office drawer, where the bars are shut away from temptation.

The campaign goes live Boxing Day across all major commercial channels and continues through January across TV and social.

Since 'Dechox' was first launched in 2015, it has raised more than £2m to date.

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