The key objective of this EU advertising
campaign launched in june 2005 is to use humour to highlight how
ridiculous smoking really is, as well as to
inform EU citizens of the various channels
which they can seek support. By
substituting cigarettes with party-whistles,
the adverts show the abnormality of smoking
and problems it can pose in all sorts of
situations. There are 3 different films: Peer Pressure (H1), Smoker's Daily Life (H2), Passive Smoking (H3)
WATCH (Peer Pressure) , WATCH (Daily Life) , WATCH (Passive Smoking)
The adverts aim to make people
look again at what is perceived to be a
normal activity, but is in fact a deadly
habit. As the aim of the “HELP” campaign is
to provide support to those addicted to,
vulnerable to or affected by smoking, the
advertisements avoid condemnation of smokers
and young people who might be tempted to
start, and instead focus the ridicule on the
cigarette itself. Each ad ends with a
reference to “HELP” internet site and
national Quitline number.
The advertisements will run in two waves,
started on 7 June 2005 with a second phase in
September. Before the adverts are aired,
each Member State will have been visited by
the HELP campaign
roadshow.
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