government anti-smoking campaign

Brief   Encourage quitting.

Insight  People are immune to scare stories, they know the dangers. What they don’t know is the good news - that just an hour after a cigarette your health starts to improve.

Solution  Encourage them rather than making them feel guilty.

Focus on the hourly benefits of giving up rather than scare tactics. Video executions track the progress of likeable vloggers who quit. They encourage other quitters by communicating the detox milestones.