The “Every Breath” campaign, a reference to Stings 1983 number one hit by his band The Police, has been created to raise awareness of the dangers of smoking and encourage people to quit.
Regional TV and radio activity includes a voiceover of a young boy reading the lyrics to the song.
The campaign follows research that revealed the North East region has some of the highest rates of smoking in England.
Since being launched in 2005, Fresh, has reduced the number of smokers to 22% (2009) down from 29% (2005).
Ailsa Rutter, director of Fresh, says: “Despite the current economic insecurity, it’s more important than ever to keep informing the public about health issues in order to protect future generations. Many public health organisations are working to incredibly tight budgets and as a result, we must ensure we add value into everything we do.
“Our results prove that communications and marketing does work in helping to change behaviour for the better, and that prevention over cure is more cost effective.”
The campaign was created by Robson Brown.