The real children and grandchildren of smokers send unscripted messages to their parents, stating their fears about their smoking and urging them to give up, during commercial breaks on radio stations that their parents and grandparents actually listen to.

Though it is hard to measure exact impact on quit attempts, based on prevailing KPIs this campaign outdid all previous DH tobacco comms. With only a £2.7m media spend, we saw a prompted recognition rate of 87%, caused 73% to smokers to reappraise smoking in how it worried their loved ones and had double the calls to the campaign specific number than previous campaigns with over two times the spend of this one – cost per response down to 1/3 of the 2008 figures.