The poster was designed to raise England's public awareness of child obesity and deepen their understanding to the issue.
According to the BBC News, there has been a four-fold increase in the number of children and teenagers admitted to hospital for obesity-related conditions in the last decade, doctors in England and Wales warn.
In 2009, nearly 4,000 young people needed hospital treatment for problems complicated by being overweight compared with just 872 in 2000. Rates of obesity surgery also went up, especially for teenage girls. Doctors say the UK has the highest rate of child obesity in Western Europe.
Searching through British Heart Foundation's previous poster publication, humour and exaggeration were the chosen strategies.
Following British Heart Foundation's existing promotion strategy, the visual aims to draw citizens' instant attention, while keeping the sense of subtle humour through ballon metaphor.