Our Vine vids shock with smoking fact

M&C Saatchi Sydney has created a pro bono online video campaign for global anti-smoking charity QUIT in which the medium is quite literally the message.

A native Vine campaign, the videos were uploaded to the social network for sharing and driving awareness of the dangers of smoking around ‘World No Tobacco Day’ (31 May). Vine, with its unique 6-second looping video format, is the perfect medium to communicate the fact that every 6 seconds someone in the world dies from smoking. The campaign consists of 3 Vine videos, one for each major smoker demographic: – The invincible Millennial – The apathetic youth – The resigned older smoker. Each drags on a cigarette and exhales as the line appears: “Before this video starts again, another smoker will die.”

A chilling demonstration, in real-time, of how often – and how many – smoking kills. Each video ends with a different tailored outtake for each demographic. QUIT UK CEO, Glyn McIntosh said: “The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. “M&C Saatchi has dramatised it in a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.” M&C Saatchi Executive Creative Director, Ben Welsh said: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action”. PS: In the 2 minutes it took you to read this, another 20 smokers died.