D&AD Impact Open for Entry | Extended Deadline: 15 Aug D&AD Impact
Extended Deadline: 15 Aug

Enter Now
  • Loading…

Smoke is Poison

Award: Wood Pencil

Wood Pencil / Direct / Integrated Direct / 2007

Our brief was to catch the attention of smokers who block out 'smoking is bad for you' advertising, and find an approach that would get the facts across before they mentally switched off. Few people know that cigarette smoke contains 69 cancer causing chemicals. We used unexpected images and formats to reveal the lethal chemical cocktail everyone was being exposed to. The call to action on all pieces lead to a website which received 62,467 unique visitors with 124,682 page views. Average time spent on the website was four minutes and 54 seconds, with an average of two pages viewed.

Register Now to
Keep Reading

Once registered you will have access to this article and all other feaures, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again