NHS launches drive to highlight dangers of passive smoking

by Ben Bold, Brand Republic 05-Sep-05, 12:00

LONDON - The Department of Health is highlighting the dangers of inhaling other people's cigarette smoke in its latest NHS anti-smoking campaign, which tells people 'Secondhand smoke is a killer'.

The £5.1m campaign is being backed by research unveiled today, which reveals that 60% of smokers do not ask permission from people around them before they light up.

The campaign, which was created by ad agency Abbott Mead Vickers BBDO and integrated agency Kitcatt Nohr Alexander Shaw, breaks this week and will run until October 22. It comprises TV, radio, press, poster and ambient work, as well as direct marketing.

The TV commercial features one person smoking in the midst of a group of family and friends relaxing in front of the television. During the course of the ad, the smoke snakes around the individuals' necks, eventually coalescing above the group's heads into an evil-looking face.

The ad carries the message: "Secondhand smoke can restrict the oxygen around your heart, causing it to fail". It also tells viewers: "It increases your family's chance of getting heart disease by 25%".

"It is clear that both smokers and non-smokers don't appreciate the full dangers of secondhand smoke," Caroline Flint, the public health minister, said.

"We are hoping that this campaign will give smokers an excellent reason to quit smoking -- to protect their families, friends and colleagues. By arming everyone with the facts about the very real dangers of secondhand smoke we are providing with another motivation to give up for good."

According to the NHS research, 95% of estimated deaths from secondhand smoke are due to exposure in the home.

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