Campaign Direct Awards 2007: Best Use of Broadcast

Project: Smoke Is Poison TV
Agency: Ogilvy UK Group
Creative directors: Malcolm Poynton, Colin Nimick
Art directors: Ben Callis, Charlie Wilson
Copywriters: Justin Barnes, Emma de la Fosse
Account directors: Jenny Bust, Georgie Stewart, Donna Buckingham
Clients: Department of Health, Cancer Research UK

The Department of Health and Cancer Research UK wanted a campaign to help smokers undertand how toxic cigarette smoke is. It devised a campaign with the message that there are 4,000 chemicals in cigarette smoke, 69 of which can cause cancer.

Ogilvy UK Group created three TV ads, using the investigative journalist Donal McIntyre. He interviewed real people who work with chemicals, having them outline the need for precautions in the workplace. The ads then captured their genuine reactions when told that cigarette smoke has the same chemicals.

The campaign generated a lot of discussion in the public and in the media, and 1,000 people sent an SMS request for further information, as well as almost 70,000 visiting a dedicated website.