Spirit Advertising has created a campaign for Smoke-Free London ahead of No Smoking Day on March 9. The agency has been appointed by the lobby group and NHS London Stop Smoking Services to launch their ‘Stop kidding yourself’ campaign, which breaks this week. Spirit has created a series of bus and radio ads that challenge smokers to reconsider their justifications for not giving up and direct them to the free support available through the NHS. The ads focus on six common excuses given by smokers, including ‘I don’t usually smoke during the day’ and ‘One ciggie won’t hurt anyone’. Despite London’s smoking hotspots, rates of quitting are among the lowest in the country. There are 29 local NHS Stop Smoking Services throughout London, which last year helped 22,000 people to give up successfully.