• Loading…

Jake / Mollie / Leon / Khari / Masika / Cole

Award: Wood Pencil

Wood Pencil / Direct / Press & Poster / 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 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 in outdoor areas near where their parents bought their cigarettes; this created a huge personal impact, which is vital to provoking quit attempts.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your 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.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again