In order to raise awareness about the serious dangers of smoking on 'World No Tobacco Day', the global anti-smoking charity QUIT have teamed up with M&C Saatchi to create an integrated social media campaign which uses the micro-video site Vine to focus on worryingly overlooked statistics regarding the link between smoking and a possible early grave. The pro-bono campaign debuted on Vine's service over the weekend, and used the unique format in order to underline the fact that every 6 seconds (the length of a Vine video) somebody in the world will die from a smoking related illness.
The campaign uses the micro-video site Vine to focus on worryingly overlooked statistics regarding the link between smoking and a possible early grave
The campaign consists of 3 videos, with each targeting a different demographic; namely young women, young men and older smokers. The videos show a close up image of a smoker taking a drag on a cigarette before blowing a gust of smoke towards the screen. Dramatic text, then reveals “Before this video starts again, another smoker will die, don't be one of them.”
A still from one of the 3 Vine videos
Glyn McIntosh, the CEO for QUIT, says that “The fact that someone dies of a smoking-related disease every 6 seconds is shocking,” and feels M&C Saatchi has “Dramatised it in a way that will drive awareness, debate and donations.” He underlines that the statistics mean “14,400 smokers will die on 'World Tobacco Day' alone,” and hopes that the “Highly emotive work” created by M&C Saatchi will “Inspire people to quit and help QUIT save lives.”
“The fact that someone dies of a smoking-related disease every 6 seconds is shocking,” Glyn McIntosh, CEO of QUIT
It's a very powerful message and a “Great use of the Vine platform” according to M&C Saatchi executive creative director Ben Welsh, who feels the spots are a “Perfect example of brutal simplicity in action,” which tie together the 6-second format of Vine to the chilling 6-second face in a very powerful manner. Other statistics propagated by 'World No Tobacco Day' include the fact that tobacco kills nearly 6 million people a year, of which an estimated 600,000 are non-smokers dying from second-hand smoke inhalation. The primary goal of the day is to convince the world's various governing bodies to raise the taxes on tobacco, thereby making smoking a financial, as well as a health risk.
Young women
Young men
Older smokers
Official World No Tobacco Day Website
Benjamin Hiorns is a freelance writer, musician and non-smoker from Kidderminster in the UK. He will admit to the occasional social puff though, though only to prove to friends how ridiculous it looks.
