Quit for Your Pets
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Film / 2020
Smokers are well versed on the harmful effects of cigarettes. While this is well understood, quitting for good can feel impossible and take several attempts, with smokers becoming desensitised to messaging over time. The challenge was to deliver a message that smokers couldn't ignore. So, YoungShand showed them what their habit does to an unexpected member of their family - their pet. NZ has one of the highest rates of pet ownership in the world. It's this special connection that the campaign centres around, educating smokers that when you smoke around pets, they're twice as likely to get cancer.
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