Not often I post on stuff we've done (in fact I don't think I've ever done it) but this is unusual. We've just worked with the Dept of Health and Mediaedge:CIA to produce some creative work for their secondary smoking campaign. The campaign focuses on raising awareness of the dangers of just being around others who smoke (using scary facts like you can't see 85% of the smoke you breath in). The TV creative, by FARM, is set at a family wedding where all the invisible smoke suddenly becomes visible and all the guests are shown breathing it in.
We're supporting it with advertorial executions in our soap titles featuring the story behind the wedding bringing the characters from the ad alive. In our biggest TV listing title, Whats On TV, a trail of acrid smoke curls through the magazine around the edges of the listings pages before ending on a spread where the listings are all obscured by smoke except for one programme called 'The Invisible Killer', which features the main character from the ad. Worth a mention, not only for the nicely integrated way this uses the magazines, but also for the unusual way in which the print creative in the TV magazine works with the TV creative (TV mags are, of-course, consumed in front of the TV). A great piece of work by all concerned.


















