Hasta La Creative!

Aimed at men who smoke, the message is clear: you wouldn’t let yourself be beaten up on the outside like this, so why allow cigarettes do it to your insides? There is no weakness in quitting. It’s a tough, brave fight and by giving up smoking you can take charge of your life again. Just text BEAT to 80800 to start fighting back and you will be sent information and details of your nearest participating pharmacy. Local pharmacies near where you work and live can offer one-to-one support and advice, even without an appointment, and provide over the counter Nicotine Replacement Therapy (NRT) i.e. patches, gum, lozenges, inhalators (free to those exempt from prescription charges) for up to 12 weeks. Catherine Tomaney, Head of Stop Smoking Service NHS Birmingham East and North said: “We have launched this hard hitting campaign to encourage more people to stop smoking. We know that there is as much as six years’ difference in life expectancy across east and north Birmingham and smoking plays an important part in this. By reaching the most affected areas with a strong and motivating message, we can reduce smoking and address the critical health problems associated with it.”

Advertising Agency: Dr Foster, London, United Kingdom
Copywriter: Huw Rowlands
Art Director: Joanna Mawtus
Planner: Richard Longworth
Media agency: TCS Media
Planner: Bob Marley
Director: Rankin and Chris Cottam
Production company: HSI
Editor: Gareth McEwen at The Whitehouse
Post-production companies: Prime Focus
Audio post-production company: Blue Post