Bray Leino’s new anti-smoking campaign “Be There Tomorrow”, for the public funded body Smokefree South West, airs this week (Monday 10 Feb) across TV, Radio and Outdoor, striking a much darker tone than previous campaigns.
The New Year is a crucial time to motivate smokers to change their behaviour. And with the habit more prevalent in the South West than anywhere else in the country, the ads take a hard line with people who risk their family’s future by continuing to smoke. Watch it here.
Recent national research shows hard-hitting campaigns that focus on health risks effectively drive quitting behaviour.
This campaign primarily targets smokers between 30 and 35, many who will be at a critical stage of life, raising young families. It conveys the message that whatever dreams and aspirations we hold for ourselves and our loved ones, smoking makes them far less likely to be realised.
The ads drive home the implications of the habit by highlighting the everyday, touching family moments and experiences smokers risk missing out on. They’re also designed to inspire influencers; family members who watch their loved ones smoke but currently feel powerless to do anything about it.
Using emotive examples that are immediately relatable for the vast majority of people, the ads effectiveness will be measured primarily by numbers calls to local Stop Smoking Services and orders of Quit Kits, supplied by Public Health England.
This isn’t the first campaign Bray Leino and SFSW have created together. The successful Hand Rolled Tobacco campaign, developed to combat the common mistaken belief that rolling tobacco is less harmful, has just finished a fourth run. And the Plain Packs Protect lobbying campaign has kept the issue of branded tobacco packs on the public agenda for the last two years.
Jon Elsom, Executive Creative Director at Bray Leino said: “People have a complex relationship with cigarettes, often wilfully ignoring the health implications. This makes gaining cut-through and influencing behaviour very tricky. I think this is an arresting, intelligent and deeply emotive creative campaign which will make people stop and think rather than turning off.”
Kate Knight, Head of Social Marketing and Communications at Smokefree South West, said: “We’re really excited about the hard-hitting nature of the Be There Tomorrow campaign and believe it will encourage smokers and those close to them to attempt to quit. Bray Leino has delivered a campaign that balances challenging creative with an empowering promise that it’s never too late to quit and redefine your future.”