Northern Ireland anti smoking campaign developed by Leith Agency

A new hard-hitting anti-smoking campaign from the Public Health Agency has launched in Northern Ireland aiming to motivate and encourage smokers to make a quit attempt.

Developed by The Leith Agency, the ads focus firstly on why smokers should quit before offering a range of options on how to quit.

Running across TV, radio, outdoor and online, the first strand of the campaign is called ‘Things you could do before you die’ and is aimed at those that are less immediately interested in quitting.

Anita McCann, account director at The Leith Agency, said of the new initiative: “Our creative puts emphasis on the impact of a smoker’s ill health on family members as this emerged very clearly as the most thought provoking approach from the research”.

The second strand of the campaign takes a testimonial based approach, telling the story of Mark and his personal journey to quitting smoking after 23 years. He explains the benefits of receiving different methods of support to help him to quit and tells his story in an inspirational ‘can do’ tone.

Public Health Agency director Dr Carolyn Harper said: “In developing the campaign, our work with smokers showed that the most effective messages were those that contained personal stories about how it feels to experience a smoking-related illness – not just for the smoker, but also the impact it can have on families. Health is the main reason smokers attempt to quit and encouragement from family, in particular children, is a key motivating factor.”

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