Anti-smoking campaigns don’t usually thank smokers for smoking. But the Danish Cancer Society, philanthropic foundation TrygFonden and creative agency &Co are doing just that in their latest campaign for a Smoke-Free Future.

The new initiative is a unique take on the anti-smoking message which has been propagated for decades all over the world. Creative agency &Co has honed in on the insight that today, even smokers themselves want a smoke-free future. This is why this campaign underlines the fact that most Danes – also the parts of the population that smoke – don’t want children and young people to start smoking. The campaign shows adult smokers using various creative ways to hide their cigarettes from the younger generation. This is because making sure that kids don’t witness it can ultimately help them not to start smoking themselves.
&Co worked closely with the Danish production company, Bacon and director Martin Werner, to bring the idea to life.

The strategy is backed up by research: 77% of Danish smokers want a smoke-free Denmark for children and young people by 2030, according to a study from 2018 titled “The Dane’s view on tobacco”
“In my view, we’re simply dividing the roles” says Johan Køhler, copywriter and Partner at & Co. “Because you might be a smoker, but you’re more than that. You could also be a parent, grandparent, aunt, and so many other things that are more important than simply being a smoker. When 3 out of 4 say they regret taking that first drag, they say so because they now know the effects of tobacco. They are expert witnesses that are worth listening to. And we agree with them in this case – the 77%, in any case: we don’t want to pass the tobacco on to our children and grandchildren.”

Close to a political breakthrough

“We are incredibly close to a milestone in Denmark. When Smoke-Free Future was founded four years ago, only 13% of Danes believed that we’d be able to stop passing on our bad habits to our children and grandchildren. Even though we’ve known all along what it requires to achieve this.” Says Susanne Bjærge, Campaign Manager at Smoke-Free Future.

“First and foremost, it requires smoke-free school hours, neutral design on cigarette packaging and that tobacco is hidden from plain sight in shops. All these measures are included in the government’s plan against the use of tobacco that politicians are currently debating, and that we hope will become everyday practice in Denmark in a matter of time. And it’s absolutely crucial that they remember the most effective measure: a significant increase in price.”

Politically, there’s been signs of a majority for the government’s action against tobacco. And there’s support from the people of Denmark – even smokers.

“That is why we say thank you” says Morten Fabricius, Account Executive and Partner at & Co. “We’re at a tipping point in halting the passing on of tobacco to the next generation. We need to show that we’re many who want the same thing for the future.”

Credits:
Agency: & Co. / NoA
Creative director: Robert Cerkez
Art Director: Rune Petersen og Jon Goldtche
Copy writer: Johan Køhler og Kristel Krøier
Account Director: Morten Fabricius
Account Manager: Anders Antvorskov og Mette Riis Kruse
Planner: Lone Tvedergaard Bach
Social Media Planner: Nynne Sille Hansen
Graphic Designer: Anders Martin Jensen

Main production company: Bacon CPH
Executive producer: Mette Jermiin
Producer: Ditte Odgaard Glass
Director: Martin Werner
In-house production company: Andy
Agency producer: Filippa Borg von Bülow
DOP: Rasmus Videbæk
Focus puller: Daniel Parmo
Gaffer: Morten Kildegaard
Best boy: Casper Bülow
Grip: Christian Brøndum
Production manager: Mads Jokum
Production designer: Wonderland productions, Christian Rathmann
Propsmaster: Klara Sofia Bengtsson
Stylist: Pernille Holm
Make-up: Lis Kasper
Extra coordinator: Anya Heen
Production coordinator: Laura Valentiner-Bohse
Sound recordist: Stefan Garfield
Casting: ArtCast, Ditte Kiel
Postproduction: Bacon X
Editor: Nicolaj Monberg
Colourist: Miriam Latif
VFX: Bacon X
Sound design: Kevin Koch
Music title: “Kid in you”
Music composer: Hasan Ozsu

Tags:
Smoke-Free Future, Anti-smoking campaign, Smoking Campaign, Danish Cancer Society, Public Interest, Health, Awareness Campaign, Digital, Film, Short Film

She decided to take to running, something she has always loved the most. But for that to happen she very well knew that she had to quit smoking. She knew that to run and climb the mountain ahead she needs to first knock down the big hurdle of smoke that was keeping her from realising her dreams. She had two choices, she chose freedom. And now, after 25 years, she is back into the sport she has always wanted to be in. She inspires others to run as a teacher. We believe it’s a great story well shot showing the transformational journey of Karen from addiction to cigarettes to getting addicted to her sport.

Nicorette – Breathe Again

Credits
Advertiser: Nicorette
Campaign: Breathe Again
Advertising Agency: J. Walter Thompson, Sydney, Australia
Executive Creative Director: Simon Langley
Creative: Nick Doring
Director: Edward Copestick
Group Account Director: James Tracy-Inglis
Editor: Kel Gronow
Agency Producers: Sue Lind, Paul Leaning
Account Manager: Charlotte Hazlewood
Drone Footage: Blake Walsh

Tags:
Film, Australia, Pharmaceutical, Nicorette, JWT, Breathe Again, Nicorette Breathe Again, Smoking campaign, Smoking Ads, Digital, JWT, J. Walter Thompson, Health, Sports, Running