Never Give Up Giving Up
This is the first non scare campaign for smoking. I think it works because it’s relatable - As an ex “social smoker” I could laugh at a few of the scenarios featured in the ad because I’ve been there myself! This campaign recognises that it’s hard to quit and that you wont get it right the first time with the main message of: “every time you quit, you get a little better at it”. What do you think - will this type of approach work better than the traditional scare campaigns?