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Separation

Award: Wood Pencil

Wood Pencil / Direct / Moving Image / 2009

Smoking kills around 3,000 Victorians each year, many of whom are loving and devoted parents. Our commercial aimed to convince these people that if they continued to smoke, they risked losing something just as precious as their health. Ultimately, we wanted to turn smokers into quitters. Research showed that while smokers easily dismiss the notion of self harm, they’re not as comfortable with the effects that smoking can have on their children. Our creative execution forces smokers to confront the ‘hidden cost’ of their habit. Quitline calls increased by 92 per cent when compared to the same time period the previous year.

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