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Mollie / Rahmel / Cole / Khari

Award: Wood Pencil

Wood Pencil / Direct / Moving Image / 2010

Anti-smoking research findings state that people are far more likely to give up when they realise the emotional effect that their habit has on their loved ones, particularly their children. These ads featured the actual children of real smokers, who were given the opportunity to tell their mums and dads exactly how their smoking makes them feel. The ads were unscripted, and targeted the parents directly, playing during their favourite TV programmes.

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