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ADVERTISING CAMPAIGNS

Dept of Health ‘I’d Do Anything’ advert

Agency: MCBD

Client: Dept of Health

MCBD has launched an advertising campaign set to the song ‘I’d do anything’ from the musical Oliver to target smokers who want to give-up 2010.

The home-video style TV ad features real kids from across the country singing lines from the song in various locations, including their own houses and schools, to illustrate that they would ‘do anything’ to stop their parents smoking.

The ad features the endline, ‘Your kids would do anything for you. Why don’t you stop smoking for them?’ and directs viewers to call for a new Quit Kit that the NHS has launched.

The free NHS Quit Kit provides smokers with the right tools for successfully stopping smoking and can be ordered by visiting nhs.uk/smokefree or by calling 0800 0 665 826 .

New research shows that almost half of smokers (44%) in England have resolved to quit this New Year.

AJR
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