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New smokefree 'Scared' campaign launches

  • Last modified date:
    31 October 2008
Clown image from smokefree 'Scared' campaign

A new Smokefree campaign, designed to motivate smokers to quit, portrays the fears that children have of their parents dying from smoking.

Most smokers are unaware to what extent their loved ones are concerned and often afraid of the possible consequences of them smoking. This hard-hitting campaign is designed to get them to rethink and be aware of the strong emotional effects it has on those close to them.

The TV commercial shows the courage of a young girl as she encounters many things that are usually considered scary but she is not afraid of, such as spiders, thunder and lightning, and clowns. Then she sees her mother holding a cigarette and declares that the only thing that she is really scared of his her mother smoking – she is scared that her mother will die.

The TV campaign is supported by radio, press, poster activity and display advertising on selected internet pages.

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