'Don't be the 1' warns Fresh Smoke Free North East in emotive integrated campaign
Fresh Smoke Free North East is targeting nearly half-a-million smokers and their families with an integrated campaign illustrating the devastating effects of smoking-related illness and loss.
Created by Robson Brown (RB) the campaign runs for six weeks and consists of a heavyweight TV schedule, with radio, cinema, digital activity and PR. The TV campaign includes a 60” and 30” ad featuring a young schoolboy as he gets ready for school. As he packs his bag, puts on his shoes and makes his bed unaided he routinely glances up to someone or something just out of the shot. At the end of the ad it’s revealed he’s been looking at his terminally ill mother who is watching him from the room across the hall.
The ad finished with the strong call to action for smokers to visit a new dedicated microsite that will provide them with help and advice to quit smoking, as the voiceover comments “It’s never too late for you to quit smoking”.
“We now know that one in two long-term smokers die, even in their forties, of a smoking related illness. It’s important for us to inform smokers and their families of the effects of smoking, why it is important to quit and advise on the most effective ways for them to do this. Graphic and emotionally powerful campaigns which show the health harms of smoking or ask smokers to think about their families, can be very effective in not only encouraging smokers to quit but also in deterring children from taking up smoking in the first place. RB has created an effective campaign that really gets to the heart of the matter,” said Ailsa Rutter, director at Fresh Smoke Free North East.
James McKendrick, group account director at Robson Brown, added: “The campaign aims to emotionally connect with our audience. The terrifying statistic that one in two long-term smokers die early – and the lack of awareness among smokers of this reality - makes the ‘Don’t be the 1’ campaign hit home hard by focusing on the effect this could have on their families.”
The ad was written by Guy Vickerstaff and directed by Patrick Collerton, with Gardiner Richardson managing campaign PR.
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