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.
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