The Department of Health decided to focus on the positive effects of a smoke-free life to family members. Highlighting the fact that children model themselves on their parents, copying not only their good traits and habits but also their bad ones, a multimedia campaign was launched. Using women's weeklies to target the core audience of loving mothers, a series of advertorials was developed showing kids copying funny parental behaviour. 47 000 successful quits were directly attributable to the campaign. Find out more...

The task was to reduce the number of smokers.