Public Health England "Stoptober 2017" by M&C Saatchi

Public Health England's sixth annual Stoptober anti-smoking drive takes the controversial stance of encouraging e-cigarette use as a quitting aid.

Last year more than half of Stoptober participants used e-cigarettes in their efforts, and PHE now backs them as a smoking cessation aid. The TV campaign coincides with a University College London report that found the highest quitting success rate on record in the first six months of 2017. The ad was created by Dan McCormack and Luke Boggins and directed by Richard Tindall.