The dangers of smoking are well known but the health warnings can go largely unheeded by many long term, unrepentant cigarette smokers. Research has indicated that the first month is crucial when attempting to quit smoking with nicotine taking between two and five weeks to leave the body.
Aiming to influence a change in attitudes it was decided to tackle the problem from a different perspective.
A campaign of 6 sheet posters were devised, emphasising the financial benefits of quitting for one month and giving people an incentive to focus on.
The campaign was nominated for The Drum Creative Out of Home Awards in 2012.