QUIT needed an idea that could shock smokers, young and old, into giving up.
The audience was threefold:
Underage smokers
People who’re already smoking
People who’ve been smoking for a long time
World No Tobacco Day was a great media opportunity.
The ideal insight presented itself, in a simple, hard-hitting fact issued by the World Health Organisation: one person dies every 6 seconds due to tobacco.
Vine, with its 6-second looping videos, was the perfect medium for the message.
Three Vines were made, one for each major smoker demographic. Each a chilling demonstration of how often – and how many – smoking kills.