The campaign, created by Miles Calcraft Briginshaw Duffy, will be tailored to the programme they are shown within.
For example, an ad break during Coronation Street will feature a child saying: “Hi Mum, I know you’re watching Coronation Street. I don’t want you to smoke because I don’t want you to go through what your mum went through. Because it will just make me really, really sad and because I don’t want you to die. I don’t know what I would do without you”.
Deborah Arnott, chief executive of Action on Smoking & Health (ASH), says the ads are “tapping into emotions” of children of smoking parents and that the “campaign gives smokers a clear incentive” to quit.
The campaign comes as DoH research reveals that almost all (96%) children with a smoking parent wish that they would quit, while nearly two-thirds (64%) of children whose parents smoke would rather their parents quit smoking than give them more pocket money.
The research, which polled 1,000 children in England aged 8-13.