Smoke is Poison

Background

Cancer Research UK needed to get under the radar of hardened smokers who block out health advice and opinion. These people know that smoking is bad for them but, as with any addiction, they blind themselves to the effects on their own health and the health of others. As a result they are immune to the standard ‘smoking is bad for you’ advertising, which is deemed to be ‘preachy’. The agency needed to find a fresh approach that would surprise them before they had time to block out the message.

Idea

Smokers know about the tar and nicotine in cigarettes. However, very few know that the smoke from a cigarette is made up of over 4,000 chemicals, 69 of which cause cancer. Ogilvy UK’s solution was to create a dispassionate information campaign across all media, which would educate smokers and non-smokers about the cocktail of poisons in smoke. By demonising the smoke - rather than the smoker - the target audience would be receptive to the messaging rather than antagonized by it. Additionally, non-smokers would be furnished with the evidence to maintain and reinforce their dislike of cigarette smoke.

The campaign included the innovative use of a touring chemical tanker to bring the idea to life - the tanker was repainted to look like a cigarette and the back was covered in haz-chem signs warning of some of the poisons in cigarette smoke. A website address on the side directed people online. Beer mats and cocktail menus detailing some of the facts about chemicals present in cigarette smoke were placed in bars. For the TV campaign, Ogilvy UK used an investigative journalist to interview real people who work with chemicals, asking them what precautions they take when working with chemicals and filming their reactions when told that cigarette smoke contains those same chemicals.

Results

BMRB research following this awareness campaign found that spontaneous awareness of poisons in cigarette smoke increased by 32% (from 41% to 73%). Recognition of the campaign averaged out at 80%. 76% of all adults admitted that the ads told them something new and 59% were shocked by the ‘new news’. While three in four were surprised by the news, only 15% had difficulty believing it. People were given the opportunity to find out more via SMS or the internet. The microsite received 62,467 unique visitors over the 21-day campaign period (with 124,682 page views and an average visit time of five minutes) and there were 780 SMS responses.

Target Audience

Hardened smokers who block out health advice and opinion

Our Thoughts

The ‘Oil Tanker’ won Gold at the UK’s campaign Direct Awards show as a great bit of ambient. But behind it all, a damn good planner has been earning his or her living. It’s a huge strategic idea to focus on the toxic chemicals within every cigarette and one that could lead to dozens of awards more.