The organisation appointed Bristol-based agency EMO to handle a campaign across radio and TV from today (23 May), to coincide with National Child Safety Week and National Family Week.
Running across areas including Gloucestershire, Dorset, and Cornwall, the ad will encourage families to smoke outside the house, by educating them about the poisonous chemicals produced by smoke that lingers in the home.
Directed by Mark Wordley, the 30-second TV ad features a young boy watching TV cuddling a teddy bear. Particles and toxins from smoke are then the shown on the sofa, carpet and child’s teddy, while the voiceover explains: "Poisons including arsenic and cyanide go on everything."
Andy Purnell was the creative director on the ad. The art director was Gary Egerton and Morgan Cummins was the copywriter. Media was bought by M4C on behalf of COI.
The campaign comes in response to YouGov research, which shows that the number of people smoking in the home or allowing others to do so has risen by 2% over the past year to one million. The campaign aims to halve this figure by 2015.
Nick Davies, managing director at EMO, said: "Building on previous work with Smokefree South West, we’ve developed a fully integrated behaviour change campaign, utilising a combination of interruptive broadcast media, digital and community engagement, through experiential and partnership programmes.
"The Smokefree Homes campaign educates and informs, offering a simple solution to a very real problem. It’s about driving change through the empowerment that knowledge brings."