Mutation

Mutation / Department of Health / Dare

The campaign aimed to reduce smoking by highlighting the immediate damage being done by every single cigarette. The health harms message focuses on the fact that every 15 cigarettes smoked causes a mutation that can lead to cancer.

The Department of Health wanted to trigger an immediate response from smokers, particularly as research found smokers still believe the risks associated with smoking are exaggerated.

By focussing visually on the harm cigarettes do in the short-term we looked to increase motivation to quit.

Creatives - Stu Woodall & Sean Vrabel

Dare