The charity's awareness week last October was dubbed 'Eat a rainbow, beat a stroke', but campaign strategists concluded the ever increasing amount of awareness weeks meant the concept had limited impact.
Instead, the association is concentrating its efforts on a new campaign that will run from October this year until spring 2007.
The initiative will begin with the release of the 'What's the emergency?' report detailing failings in the emergency services' responses to strokes. The inaugural Duke of Kent Lecture setting out the arguments for treating strokes as medical emergencies will be held at the Royal College of Surgeons on 12 October.