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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.

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