The campaign series needed to address the following stated audience types;
• individuals who wanted to quit smoking and were seeking support,
• patients who are already in hospital for other reasons, and so ideal for being informed of quitting smoking advice, and
• ethnic minorities who were attracted to quit smoking with an incentive.
With such a broad range of audiences, the challenge was to create a campaign series that was simple and direct in approach – whilst also being visually appealing and relevant to the subject matter.