Anti-Smoking - "Mum"

Dare

Dare London, United Kingdom

5443

Title	Mum
Agency	Dare
Campaign	Hook - DoH
Advertiser	Department of Health
Brand	Anti-Smoking
Posted	January 2007
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	Get unhooked
Story	Nicotine is one of the most addictive substances on earth. This is the first time that addiction has been used to highlight the inherent dangers of smoking. Over 12 million adults are currently hooked on cigarettes, and the average smoker needs 5,000 cigarettes a year. All smokers know that cigarettes are bad for you, but by focusing on the addictive properties we show how cigarettes control every smoker's life. But there is a way smokers can free themselves from this habit. A dedicated website- getunhooked and helpline have been set up to explain to smokers the many ways they can give up. The advertisement has had a huge impact on smokers and significantly increased the number of smokers who are seeking ways to stop.
Media Type	Television & Cinema
Length	40 seconds
Market	United Kingdom
Art Director	Paul Briginshaw
Copywriter	Malcolm Duffy
Typographer	Anna Leapman
Account Director	Michael Pring
Agency Producer	Russell Taylor
Director	Jeff Stark