Smoke is Poison

Background

Cancer Research UK needed to get under the radar of hardened smokers who block out health advice and opinion. These people know that smoking is bad for them but, as with any addiction, they blind themselves to the effects on their own health and the health of others. As a result they are immune to the standard ‘smoking is bad for you’ advertising, which is deemed to be ‘preachy’. The agency needed to find a fresh approach that would surprise them before they had time to block out the message.