Saatchi & Saatchi X launches anti-smoking campaign for QUIT

LONDON - QUIT, the anti-smoking charity, is launching an animated viral campaign to help raise awareness about lung health and promote its dedicated "QUITline".

The campaign, created by Saatchi & Saatchi X, will incorporate a series of 15-second animated films that feature "loony lungs" characters, which willingly take on dangerous situations in order to hurt themselves.

The virals will be supported by experiential activity, which will see the "Loony Lungs" appear at pubs and cafes that are situated near key London Underground stations.

The new work is the latest in a long-running campaign by QUIT to encourage people to stop smoking and draw attention to QUITline, which provides counselling and support to smokers in the UK.

Last year's work, which was also created by Saatchi & Saatchi X, saw a direct marketing pack sent to smokers that included a set of mocked up lung X-rays.

Ant Melder, the creative director of Saatchi & Saatchi X, said: "For this campaign, we've used dark humour to grab the attention of smokers while still keeping an extremely serious message at the core of the communication."

According to the latest figures, the number of people that have managed to stop smoking in England fell by 4 per cent year-on-year in 2009.