A KILLER ad agency behind a £4.5 million cancer campaign is urging sweet-tooths to give up chocolate.

Killer Creative, based in Brighton, came up with Cancer Research UK’s Dryathlon which changed the face of mass participation fundraising and paved the way for non-sporting events which focus on the challenge, rather than the cause.

Now it is calling on chocolate lovers to give up the sweet treat for March in aid of the British Heart Foundation (BHF).

Coronation Street actress, Kym Marsh, is supporting Dechox as both her father and son have suffered heart problems.

The advertising, design and marketing agency came up with the name and concept, managed media spend and have already attracted more than 16,000 participants.

Gary Milton, creative director at Killer Creative, said: “Chocolate is our nation’s go-to vice, so we wanted to bring this out in a creative manner.

“The campaign centres around the theme of secret or sneaky eating, injecting a little humour and inviting the audience to empathise with the people in the scenes.

“We’ve been working closely with the BHF’s fundraising team to devise and deliver this fully integrated campaign, so it’s great to see DECHOX getting lots of sign-ups.”

For more details go to bhf.org.uk/dechox