1995
Quitline
A Health Education Authority for England
(HEA) campaign. Actor, comedian and ex-smoker John Cleese brings his talents to
this series of amusing TV ads designed to persuade smokers to quit. Scenes show
John trying to quit smoking, do his best not to relapse, and imparting
information about the effects of smoking on the smoker and those around them,
particularly the effects on children.
2005
Secondhand smoke is a killer
With the hugely successful “If you smoke, I
smoke” campaign in 2003, the dangers of smoking around children had become well
established. However, with this campaign the Department of Health had a harder
job to do – to tackle the subject of smoking around others in general.
The strategy
Secondhand smoke is not just unpleasant but
is harmful to adults, and long term exposure to SHS increases risk of heart
disease by 25%, lung cancer by 24% and stroke by 82%. The campaign aimed to
show smokers the effects that secondhand smoke could have on adults that they
smoked around. The creative needed to communicate dangers of secondhand smoke
simply and effectively to smokers and non-smokers.
The creative
The TV advert features one person smoking
in the midst of a group of family and friends relaxing in front of the
television. During the course of the ad, the smoke snakes around the
individuals’ necks, eventually coalescing above the group’s heads into an
evil-looking face.
The ad carries the message: “Secondhand
smoke can restrict the oxygen around your heart, causing it to fail”. It also
tells viewers: “It increases your family’s chance of getting heart disease by
25%”.
The TV adverts were part of an integrated
campaign which included radio, outdoor and ambient media.
The results
Spontaneous awareness of publicity or
advertising about the dangers of second hand smoke to adults increased
significantly from 60% pre-campaign to 83% after the campaign
87% adults recognised one or more of the
ads from the campaign
69% said the ads made them realise that
cigarette smoke can damage the health of non-smokers 58% smokers agreed that
the ads made them think they should quit smoking
Media
TV
Radio
PR
Outdoor
Ambient (beer mats, washroom panels,
sandwich bags)
2007
Invisible killer
The “Invisible killer” campaign was created
to increase awareness of the hidden dangers of second-hand smoke – in
particular the revelation that 85% of it is invisible and odourless. The press
ads focused on this statistic with headlines: “There’s no smoke without more
smoke”; and “The more you see the more you don’t”. While the TV ad showed a
typical wedding with everyone – young and old – breathing in the toxic,
invisible smoke.
The strategy
By 2007, the dangers of second-hand smoking
in children were well understood and smoking around them had become more
socially unacceptable. However, the Department of Health still needed to increase awareness of the
hidden dangers of second-hand smoke to all ages, not just the young. To do this, the campaign focused on the fact
that 85% of smoke is invisible and odourless.
The creative
The TV ad pictured a wedding with everyone
inhaling and exhaling smoke – from the bride and groom to the guests and young
children. However, because the smoke is invisible, none of them are aware that
they’re inhaling it, which makes the advert particularly shocking. A voiceover
explains that second-hand smoke significantly increases the rate of heart
disease.
The results
There was excellent spontaneous awareness
of the advertising at 83%, with 42% proven recall of campaign
High levels of recognition (82%)
One in three smokers claimed to be more
likely to quit having seen ads (34%)
Increased proportion of non-smokers mind
someone smoking near them (60% up to 69%)
Messages communicated to around 6 in 10,
e.g. 60% realised waving smoke away does not help
Half of non smokers would be motivated to
Ask smokers not to smoke around them (51%)
Avoid places people smoke (47%)
Encourage others to quit (52%)
Media
TV
Outdoor
PR
2008
Getting off cigarettes
This campaign was designed to increase
awareness of the help available to smokers from the NHS, and to encourage
smokers to consider using NHS support when quitting. The TV ads feature
cigarettes the size of multi-storey buildings with people stranded on top of them.
At first they look stuck. But they then use their mobile phones to call the NHS
smoking helpline. Cranes and fire ladders then arrive to help the smokers get
off – a metaphor for local NHS Stop Smoking Services.
The strategy
Demonstrating empathy is a powerful
strategy when targeting smokers, and the strategy behind this campaign was to
show smokers that the NHS understood how difficult it was to get off cigarettes
and that it had the solutions to help.
The creative
The TV ads featured cigarettes the size of
multi-storey buildings with people stranded on top of them. At first they look
stuck, but they then use their mobile phones to call the NHS smoking helpline.
Cranes and fire ladders then arrive to help the smokers get off. The different
means used to get them down showed how people can use a number of different NHS
support services to help them quit.
The results
Recognition of ‘Getting Off Cigarettes’
campaign was very high at 93%
Made 72% realise that the NHS offers wide
range of support, and 52% of smokers thought that it would be easier to quit
with NHS support following the campaign
The ads made 51% think they would be more
likely to quit successfully with NHS support, and 42% said they were more likely to use NHS
support
During the campaign, there was an increased
belief that:
NHS offers wide range of support (strongly
agree from 41% to 49% in Dec 07)
You are more likely to succeed at quitting
with NHS support (strongly agree from 16% up to 23% in Dec 07)
Media
TV
Radio
Outdoor
Direct marketing
Digital
PR
\
Wanna be like you
This campaign, the first of several
campaigns featuring smoking as the ‘enemy of the family’, effectively showed
parents how their smoking could influence their child to smoke later in life.
The ads featured a number of children copying exactly what their parents do,
including mimicking them smoking. In the TV ad, the classic Jungle Book song “I
wanna be like you” was used to emphasise the message. The overarching concept
was successfully extended to other media too, from press to ambient (e.g. in
playgroups), online and advertorials.
The strategy
In 2008 smokers’ children were three times
more likely to become smokers themselves. ‘Wanna be like you’ was created to
raise awareness of this shocking fact, and provoke parents who smoke to quit –
not only for themselves but for their children.
The creative
The two TV ads used two different songs.
The first is ‘Wanna be like you’ from The Jungle Book. The ad shows a number of
children copying exactly what their parents do, including mimicking them
smoking. The other TV ad uses the song ‘I love you’. It features a child
pretending to smoke using a crayon. The strapline that accompanied the campaign
is: ‘Smoking, don’t keep it in the family’. The print ads use this same idea
and create a striking contrast by placing a crayon in an ashtray alongside a
cigarette.
The results
Increased belief among smokers that ‘if you
smoke, your children are more likely to smoke’ (rose from 53% up to 59%)
Increase post campaign in spontaneous
mentions of NHS Smoking Helpline (33% up to 39%) and Group Support (17% up to
27%)
Media
TV
Outdoor
Press ads
PR
2009
“Smokefree Generation” was a
multi-award-winning campaign that featured children making real stop smoking
appeals to their parents, which took a similar approach to ‘Scared’, ‘Worried’
and ‘Wanna be like you’ in showing smoking as the ‘enemy of the family’. Real
kids – not actors – were asked a simple question: 'If you could give your
parents a message about stopping smoking, what would it be?'
The strategy
The aim of this campaign was to show smokers
that their smoking didn’t just affect them, it affected their children too.
Rather than take a ‘creative’ approach, it was decided to invite real children
to make emotional appeals to their parents to stop smoking, setting the
campaign in real life rather than fiction. The campaign featured specific ads
that referenced the TV programmes they were shown in the ad breaks for, to
appeal to the target audience.
The creative
Real children of smokers were invited to
make personalised (and unscripted) appeals to their parents. One press ad
featured a boy saying: “Dad, please don’t pop out for a fag. I’m scared you’re
going to die.” From TV, radio, and tabloid newspapers, to weekly magazines,
sandwich bags, beermats and posters outside tobacco retailers, the combination
of real children and media placement ensured the campaign had both poignancy
and impact.
2013
Smokefree homes & cars 2013
On 4 June 2013, Public Health England
launched a campaign reminding smokers about the dangers of secondhand smoke to
their children and families. The adverts dramatised the fact that over 80% of
secondhand smoke is invisible and odourless, making it impossible to control.
So, even if you smoke near an open window or door, the smoke can travel and
harm others.
The creative
The campaign featured two TV adverts, one
in the home and one in the car. Visual effects helped to dramatise the fact
that over 80% of secondhand smoke is invisible and odourless, making it
impossible to control. So, even if you smoke near an open window or door, the
smoke can travel and harm others.
The online ad shows smoke swirling across a
black box which told people that over 80% of cigarette smoke is invisible and
it can get everywhere so you can’t escape it.
The ad encouraged smokers to click through to the Smokefree site to
order a Smokefree Kit.m others.
Results
The advertising achieved awareness of 84%
40% of those who saw the ads said that they
were more likely to quit
Messages cut through well –
73% of people who saw the ads agreed that
they were aimed at people like them
73% of those who saw the ads recognised
that smoking out of an open door or window is not enough to protect children
86% recognise that secondhand smoke can
cause significant harm to children
37% of people who saw the ads took some
action, such as ordering a Smokefree Kit, stopping smoking or talking about it
with friends and family
6% of people who saw the ads made a quit
attempt
84,596 Smokefree Kits were distributed
Media
TV
Online
2014
‘Toxic cycle’ health harms campaign
On 29 December 2013, Public Health England
launched a campaign reminding smokers about the physical damage caused by
smoking. The campaign was part of the second year of a three year strategy, and
dramatised the harms of smoking by making the invisible visible, showing how
smoking affects the whole of the body, from the blood to the lungs, heart and
brain.
On 29 December 2013, Public Health England
launched a campaign reminding smokers about the physical damage caused by smoking.
The campaign was part of the second year of a three year strategy, and
dramatised the harms of smoking by making the invisible visible, showing how
smoking affects the whole of the body, from the blood to the lungs, heart and
brain.
The campaign aimed to increase awareness by
highlighting the immediate damage being done by every single cigarette. The
health harms message focused on the fact that every time you smoke, the toxins
in cigarette smoke make your blood thick and dirty with toxins, increasing the
chance of a heart attack or stroke.
Strategy
The campaign used both ‘harm’ and ‘hope’
messaging, by showing the harm caused by smoking to encourage smokers to quit,
and, at the same time, providing a way for them to do so in the form of support
from Smokefree. The advertising encouraged smokers to go online to find their
way out of smoking, and order free support in the form of the Quit Kit,
Smokefree app, text and emails, along with information on how to get in touch
with local NHS Stop Smoking Services.
Partnership with pharmacies was a key part
of the campaign strategy, and over 75% of pharmacies across England were
provided with a new product – ‘Quit Cards’,
to act as a conversation starter to help
them engage with smokers and
promote the full range of Smokefree products to help them quit.
The creative
The ‘Toxic Cycle’ creative ran across TV
and outdoor channels for six weeks until 16 February 2014, and was supported by
a number of partners. The campaign was supported by online and radio advertising
that directly promoted the support products available.
Materials for partners, including posters,
Quit Cards, digital assets and a PR toolkit, were available for order and
download from the resources section of the website.
The 30-second TV advert shows a man smoking
a cigarette outside his workplace at night. As he inhales on the cigarette, the
advert cuts to inside the body, showing the smoke going into the lungs, and the
toxins entering the blood stream, turning the blood black, before moving through
the heart, up to the brain.
The voiceover on the advert explains the
harms, by saying ‘Every time you smoke, blood that’s thick and dirty with
toxins circulates through your body in seconds, increasing your chance of a
heart attack or stroke. If you could see the damage, you’d stop’.
At the end of the advert, people were
encouraged to find their way out of smoking by searching Smokefree to get free
stop smoking support.
The TV advertising was supported by outdoor
adverts using an image of a cigarette with thick and sticky blood dripping from
the end. In addition, the creative idea was used to turn a tunnel at London
Bridge station into an artery, bringing to life how the smoke poisons the
blood, and encouraging people to search ‘Smokefree to find their way out of
smoking.
The results
The advertising achieved awareness of 87%.
84% of people who saw the campaign agreed
it was aimed
at people like them.
40% of those who saw the advert said that
they were
more likely to quit
Messages cut through well –
68% agreed that ‘these ads
made me think that every cigarette is
harmful.’
87% believed that ‘cigarettes
cause heart attacks and strokes.’
30% of those who saw the campaign and/or
the supporting
online and radio advertising took some
action. This included ordering a
Quit Kit, stopping smoking or talking about
quitting it with
friends/family.
During the campaign, an
estimated 172,051 Smokefree Products were
ordered; including 83,658 Quit
Kits and 50,081 downloads of the Smokefree
Mobile App.
In addition 420,091 of our brand new Quit
Card were distributed by 75% of pharmacies across England.
Media
TV
Outdoor
Online
Radio
I think the Smokefree campaigns are really interesting, the ways in which they try and tap into your emotions to make you realise something. This is done mainly by using children/family and disturbing images, one of my favourite smoke free campaign tho is the 'getting off cigarettes' trying to get rid of the addiction, I think this ad is cleaver, I like the angle they have took it from actually getting off the cigarettes.
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