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

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".