To get under the radar of hardened smokers who block out health advice and opinion. They know that smoking is bad for them but, as with any addiction, they blind themselves to the effects on their own health and the health of others. As a result they are pretty immune to the standard 'smoking is bad for you' advertising, which is deemed to be 'preachy'.We needed to find a fresh approach which would surprise them before thay had time to block out the message.

Smokers know about the tar and nicotine in cigarettes. However, very few know that the smoke from a cigarette is made up of over 4,000 chemicals, 69 of which cause cancer. Our solution was to create a dispassionate information campaign across all media, which would educate smokers and non-smokers about the cocktail of poisons in smoke.By demonizing the smoke - rather than the smoker - the target audience would be receptive to the messaging rather than antagonized by it. Additionally, non-smokers would be furnished with the evidence to maintain and reinforce their dislike of cigarette smoke.