Public funded body Smokefree South West is striking a darker tone with its latest anti-smoking campaign ‘Be There Tomorrow’ airing this week.
Created by Bray Leino the ads take a hard line with people who risk their family’s future by continuing to smoke.
“We’re really excited about the hard-hitting nature of the Be There Tomorrow campaign and believe it will encourage smokers and those close to them to attempt to quit. Bray Leino has delivered a campaign that balances challenging creative with an empowering promise that it’s never too late to quit and redefine your future,” said Kate Knight, head of social marketing and communications at Smokefree South West.
With the habit more prevalent in the South West than anywhere else in the country the campaign targets smokers between 30 and 35, many of who will be at a critical stage in their lives raising young families. The ad aims to drive home the implications of smoking and the experiences smokers risk missing out on. As well as targeting smokers themselves, the ad is designed to inspire family member’s help their loved ones quit.
Bray Leino executive creative director, Jon Elsom, added: “People have a complex relationship with cigarettes, often wilfully ignoring the health implications. This makes gaining cut-through and influencing behaviour very tricky. I think this is an arresting, intelligent and deeply emotive creative campaign which will make people stop and think rather than turning off.”
The campaign follows Bray Leino and Smokefree South West’s hand rolled tobacco campaign last year, and will run across TV, radio and outdoor.