The British Heart Foundation are challenging us to give up chocolate for the whole of March. This nationwide, sponsored challenge, is asking us to raise money for lifesaving heart research in Britain’s first ever #DECHOX (see what they did there). This campaign is as well executed as you’d hope for, with a slick sub-page on the BHF website, a brilliant video and strong social media campaign behind it.
The question is, have the public had enough of fundraising campaigns where we’re told to give up alcohol or ‘bad’ food for a month?
I’m genuinely interested to know your thoughts on this one. Part of me thinks it’s all just a bit of fun, it’s about raising dosh for an important cause first and foremost. The other part of me has concerns with terms like ‘undercover chocolate eater’ when we know so many people have a difficult, often guilt-ridden, relationship with food.
Some people even believe that charity campaigns like ‘Dry January’ actually do more to stigmatise sobriety than they do to combat addiction.
Drop me a tweet with your thoughts.