May 2008
As people descend on pubs and bars around the country this week in a bid to make the most of the heat wave, one national charity has come up with a clever way to make even the most hardened smoker think about quitting.
An interactive poster campaign, conceived by Saatchi & Saatchi for QUIT, the charity that helps smokers to stop, makes use of a new media channel to show a shocking image that is impossible to ignore. As smokers stub out their fags and drop them into the ashtrays, they see a pair of lungs filling up with cigarette butts.
The campaign is currently running in London with plans for a national roll out.
Steve Crone, chief executive, QUIT, said, “The poster is a great initiative to target smokers, but it is important not to panic after looking at it. The campaign has been designed to make smokers think about the effects of their habit, and most importantly signpost them toward the help available if they do want to quit. Anyone inspired to quit after seeing the posters can call the Quitline 0800 002 200 for free help and advice.”
Paul Silburn, creative partner, Saatchi & Saatchi, said, “A set of lungs full of cigarette butts really is a disgusting image. We hope that the campaign will encourage people to call the Quitline.”
The poster campaign is the brainchild of Saatchi & Saatchi creatives Rob Porteous and Dave Askwith.
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