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Sam / Molly / Charlotte

Award: Wood Pencil

Wood Pencil / Photography / Press Advertising / 2009

The Roy Castle Lung Cancer Foundation is the only charity in the UK wholly dedicated to defeating lung cancer. When the government made smoking in public places illegal in this country, it was crucial that the public didn’t decide that the passive smoking issue was ‘solved’. In fact, passive smoking in the home became even more relevant than before; the home was really the only place where people could smoke in a relaxing environment. We wanted to raise awareness regarding the harm that secondhand smoke in the home does to children in the UK – the most vulnerable passive smokers in our homes. By showing a child in their home surroundings but with the subtle addition of an adult arm smoking, we aimed to intrigue the viewer and communicate the alarming fact that 17,000 children are hospitalised because of secondhand smoke in the UK every year.

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