This project in collaboration with True North and Greater Manchester Health and Social Care Partnership was aimed to encourage smokers to give up the habit, and make them aware of the support that is available to help them do it.
We developed one TV commercial, and two radio commercials, with the scripting, branding, and delivery handled by True North - so our task was to create a powerful, impactful, and encouraging set of assets to make the campaign as successful as possible.
We chose to cast a variety of faces, to ensure that every smoker could see themselves in the commercial - and therefore see themselves quitting. As the shot hones in on each person, seen walking towards the camera in numerous locations in the Greater Manchester area, we also wanted to create a truly captivating atmosphere in these familiar scenes. So we chose to bring in a composer and sound designer for our bespoke audio, as well as a voice-over artist, to ensure that every moment, every frame, every soundbite, was as strong a call to action as possible.
The statistics from the commercial were incredible - it reached 63% of smokers in Greater Manchester, and was the highest viewed article on the Manchester Evening News in the time period that it was published. But more astounding, and more amazing, is the proportion of the smokers we reached who were inspired to quit. 52% of those who saw our commercial tried to quit after watching it, taking up the support available to make a real change in their lives. And we’re really proud to have been a part of that change.
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