Most smokers are well aware of the dangers of smoking. Reiterating these has a limited effect. We realised that hope rather than fear could be a powerful message; by reminding smokers of the great things that can happen later in life, we could inspire them to quit rather than scare them into it. So we addressed them at 'point-of-puff' – on public ashtrays outside pubs, bars and cafés. Because they were smoking a cigarette, they had time to read the copy and, as many did, use their mobile phone to call the quitline.
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