In this spot we hear a little girl recall all the things she is NOT scared of; the dark, Becky Taylor, spiders, clowns. She IS scared of her mum smoking and that her mum will die.Just over 20% of the general adult population still smoke. However, this figure reaches nearly 30% amongst Routine & Manual workers.

Research has shown that, for R&M’s, the role of family is paramount. They are not prepared to worry about the damage that smoking may do to them personally. The only thing that does get them to question their habit is that their smoking might affect their children. This led us to the strategy of smoking: ‘the enemy of the family’.

Smokers consider their habit to be personal, failing to realise the emotional consequence it has on their loved ones. This advertising brought that fear to life. It was aimed directly at adult smokers who would hear the ad at a time when they would be with their loved ones (eg. in the car with their kids), preventing them from avoiding the facts. 4730 smokers called the NHS Smoking Helpline or text for information to help them quit. This is more than three times the number of people we had expected for this campaign period.