Anti-smoking campaign targets parents

The Department of Health is targeting parents in its latest anti-smoking ads. The £8m campaign will highlight that children are likely to copy their parents and take up the habit.

The ad, which launched last weekend, uses the song “I wanna be like you” from the Disney film The Jungle Book and shows children copying their parents carrying out everyday tasks but it ends with a little girl using a crayon to mimic her mother smoking. It has the strapline “Smoking. Don’t keep it in the family.”

The campaign, which has been created by Miles Calcraft Briginshaw Duffy, will be supported by press ads and posters showing crayons resting in ashtrays and pictures drawn by children of their parents smoking. It will also include radio ads, advertorials and partnership marketing.

The strategy is to target parents when they are likely to be with their children, to emphasise the message.

The second part of the campaign, which has been created by Partners Andrew Aldridge, is a direct response ad for NHS stop smoking services, which will include TV, press, door drops and press inserts carrying information about the services. The agency has also produced an “IOU” voucher book for family members to help them get loved ones to quit.

An interactive TV platform, created by Weapon 7, shows a video of ex-smokers talking about their experiences of giving up and lets viewers find out information about their nearest Stop Smoking Service. Carlson Marketing will be holding events to recruit quitters for the campaign in July and August.

Both campaigns will be supported by online activity by Agency Republic. Communications planning was carried out for the DoH by Mediaedge:CIA.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here