Credits:

Miles Calcraft Briginshaw Duffy London want to position smoking as the enemy of family. This recent campaign focuses very strongly on addressing the needs of the Routine & Manual target group whose smoking prevalence is significantly higher than the national average. The key was to find an approach they could not escape from. Often living in same area that they grew up in, they enjoy spending time with their family and often this is more important than spending time with their friends. This campaign was a radical departure from the tonality of previous anti-smoking messages and each execution was subverted by a twist at the end of the ad.
The idea was supported by a range of evidence but, in particular, it was the fact that children are 3 times more likely to become smokers if their parents smoke (NHS).

This then allowed MCBD to draw on the irrefutable truth that kids will inherently copy their parents as they grow up.

Agency: Miles Calcraft Briginshaw Duffy, London