Department of Health 'real kids' by Miles Calcraft Briginshaw Duffy

4.6 8 Votes

The new campaign from the Department of Health's smokefree initiative plucks at the heartstrings of adults by featuring personal pleas from the children of smokers, asking their parents to quit.

The targeted TV campaign, created by Miles Calcraft Briginshaw Duffy, is tailored to each channel and programme in which it will run. For example the ad running on living sees a young boy say: "Hi mum I know you’re watching Living and I’m scared of you smoking because all your lungs are already bad".

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Released: 14 September 2009

Creative in this campaign:

Credits

Project
‘Real Kids'

Client
Helen Duggan, Campaign Manager, Department of Health; Dan Metcalfe, Integrated Communications Manager, Department of Health

Brief
Force smokers to think about their smoking habit and the distress it causes their family and loved ones

Copywriter
Matt Lever

Art Director
Helen Board

Director
Jim Gilchrist

Production Company
MJZ

Post-production
Big Buoy

Sound
Wave

Media Agency
Mediaedge: CIA

Media Planner
Pete Kemp

Exposure
National TV/Print/Outdoor/Radio/Ambient/Online

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