Recently we came up with an anti-smoking TV script for the Public Health Agency in Northern Ireland. It beat all the others in research and ended up going forward as the agency recommended script. Unfortunately, at the last minute, PHA reran an ad from the year before.
The original brief asked us to help smokers realise the emotional impact smoking can have on their loved ones. We were also asked to highlight one of the main health risks associated with smoking, deciding to focus on the increased likelihood of having a stroke.
Our idea was to use a cover of the song 'Smile' by Nat King Cole, who himself died of lung cancer as a result of smoking at just 45. The ad would show family members smiling through the pain of watching their loved one smoke.
Here's the original script and an idea we had for press to go with it.