European Commission campaign to cut youth smoking

The European Commission has recruited a host of international popstars, including Moby, Sophie Ellis Bextor and Liberty X, to appear in a three-year ââ¬18m (£11.45m) through-the-line advertising campaign aimed at cutting youth smoking. TV and cinema ads, created by Berlin-based agency Media Consulta, commence this week on national TV stations in all 15 European Union member states, in addition to pan-European music station MTV and sports station Eurosport. In the UK, they will be shown on Channel 4. The ads will be adapted for each national market, according to how popular different stars are. Other support will include radio, press and magazine advertising, posters, PR and events, plus a website in 11 European languages.

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