The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Author

By Gillian West | Social media manager

January 8, 2013 | 2 min read

Since its launch less than two weeks ago the Department of Health’s new anti-smoking advert has reached over two million views on YouTube.

The creative is the first harm-focussed Department of Health ad in eight years and features a tumour growing on a cigarette as it is smoked, warning smokers that just 15 cigarettes cause a mutation that can lead to cancerous tumours.

“Already the advert has had a tremendous impact and, because so many people are talking about it, we’re seeing record numbers flock to our channel to view it themselves. And many of those viewers are then sharing it – we estimate that another million people have viewed the advert online on other sites where it’s been embedded,” commented Department of Health marketing director, Sheila Mitchell.

The advert, which is part of a £2.7 million campaign, presents smokers with the facts behind smoking and encourages those who want to quit to pick up a free Quit Kit from their local pharmacy.

Speaking of the campaign, Mitchell added: “We aimed to strike a nerve with the campaign and these viewing figures show that it has already become a talking point.”

Department of Health Smoking Public Relations

More from Department of Health

View all