Enjoyed getting an hour back on Sunday? You'll get years back if you stop smoking, says charity

Quit, the anti-smoking charity, shows people how much longer they would live if they gave up the habit in a campaign to coincide with the end of British Summer Time.

Daylight saving: campaign highlights the time smokers could gain by giving up

M&C Saatchi Sydney created the work for the UK charity, which combined print and digital executions.

The campaign played off the end of British Summer Time and the clocks going back at 2am yesterday by showing people how many years they would get back if they stopped smoking today.

Print ads showed an image of a clock, with cigarettes instead of hands and copy in place of the numbers, which read: "Tonight you get one hour back. Quit and you’ll get years back."

On Quit's website people are able to input their details to get estimates how many years they would get back if they stopped smoking today.

Glyn McIntosh, the chief executive at Quit, said: "Think of all the things you could do in five years. There’s no time like the present to quit the deadly habit of smoking. It was a genius idea from the guys at M&C Saatchi Sydney to link quitting with the end of Daylight Savings.

"It’s an event that effects everyone living in the UK, obviously including every smoker, so it’s enabled us to get enormous awareness and traction."

The work was written by Ben Stainlay and art directed by Brian Jefferson. Clear Channel and Storm Digital handled the media.

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