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 untreated profile shots of children looking directly at the camera. These were actual children of real smokers. Ads were placed in media they knew their parents read or inoutdoor areas near where their parents bought their cigarettes; this created a huge personal impact, which is vital to provoking quit attempts.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.