Welsh Government

Welsh Government launches anti-smoking campaign with Golley Slater


By The Drum Team, Editorial

February 7, 2012 | 2 min read

The Welsh Government has launched a three-year anti-smoking campaign with Golley Slater, based around the headline that ‘smoking in your car poisons your children’.

The Fresh Start Wales campaign aims to reduce the exposure of children to second-hand smoke in cars, and includes creative advertising, public relations and digital elements.

The advertising campaign demonstrate how a car is transformed into a toxic environment by smoke, and includes 6, 48 and 96 sheets, bus backs, radio advertising, petrol pump nozzles and press ads. Branding was also created by Golley Slater.

Nick Carroll, managing director of Golley Slater Advertising in Wales, said: “Golley Slater has a long-established relationship with Welsh Government and specialist experience in delivering behaviour-change campaigns. Fresh Start Wales is a high profile and exciting campaign which will engage with hard-to-reach audiences and challenge the social norm that smoking in cars is still acceptable. Fresh Start Wales has been well researched and targeted to deliver an impactful integrated campaign across all platforms.”

A new microsite has now been launched, acting as a landing page for the duration of the campaign, as well as Twitter and Facebook to be used to pledge support for the campaign.

The PR campaign began yesterday, with a press launch held at Ysgol y Wern school in Cardiff. The team will also be working in partnership with organisations across Wales.

Matt Appleby, managing director of Golley Slater PR Wales, said: “We’re very proud to be working alongside Welsh Government on this important social issue to make a real difference to the health of children and young people in Wales. The PR campaign integrates media relations, social media and community partnerships in order to most effectively reach and engage with our audiences. The overall campaign will have a strong emphasis on measurement and evaluation to ensure it delivers the desired impact.”

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