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New campaign from Story Newcastle highlights increasing risks from COVID-19 to smokers

by June Archbold

10 July 2020 14:30pm

MISSION Agency Story Newcastle’s first work for client Fresh, the region’s tobacco control programme, urges smokers to quit because contracting coronavirus could lead to more severe symptoms. The Don’t Wait campaign has been funded by the North East and North Cumbria Integrated Care System, and the Greater Manchester Health and Social Care Partnership.

The integrated campaign features Doctor Ruth Sharrock, an NHS respiratory consultant. In new TV, running across the North East, Greater Manchester and Cumbria, Dr Sharrock makes a powerful plea for smokers to quit for COVID and other vital health reasons.

Print and digital directs smokers to seek help and advice from Smokefree and local pharmacies for their next quit attempt, reinforcing that it’s never too late to quit with smokers seeing the benefits from day one.

Ailsa Rutter OBE, Director of Fresh, said: “There has possibly never been a more important time to quit smoking than right now. The coronavirus pandemic is focusing everyone's minds on staying healthy and for people who smoke, quitting is an incredibly important step.”

Sue Mullen, Managing Director of Story UK, said: “We’re proud to have been involved in the creation of this high-profile campaign which will contribute to improving the health of communities across the north of England.”

James Clifton, MISSION Group Chief Executive added “Congratulations to Story Newcastle on turning around this powerful campaign so quickly, and with the production constraints of lockdown, to help get this important message on air.”


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