Smoking kills some 3000 Victorians each year; many of whom are loving and devoted parents. Our television execution aimed to convince these people that if they continue to smoke, they risk losing something just as precious as their health.

Ultimately, we wanted to turn smokers into quitters.Research told us that while smokers easily dismissed the notion of self-harm, they found it harder to feel comfortable about the effects smoking could have on their children. Our creative execution was designed to force smokers into confronting this ‘hidden cost’ of their habit.