Cancer Research UK "could you decide who lives, and who dies?" by Abbott Mead Vickers BBDO

Desperate times call for desperate measures as Cancer Research UK shows family members deciding who should receive help to stop smoking for a film highlighting the effect of cuts on NHS services.

The film, which was created by Abbott Mead Vickers BBDO, is part of the charity’s "big tobacco cough up" campaign, petitioning tobacco companies to pay for smoking-related illnesses. In the film, families (not actors) with multiple smokers visit a doctor and are asked to decide which one of them should have access to quitting services. The film will be promoted on Facebook, Twitter and Instagram.