Fresh quit smoking campaign wins major awards
A hard hitting stop smoking campaign from Fresh has scooped two major national accolades.
The Don’t be the 1 TV advert won the overall Grand Prix prize and gold for Best TV advert over 21 seconds at the prestigious Roses Creative Awards – beating off stiff competition from some of the UK’s best known brands.
The advert focused on how smoking tears apart thousands of families every year in the North East, with one in every two long term smokers dying early from tobacco.
The campaign, which ended in March, triggered thousands of responses and a stream of comments from smokers and former smokers on social media saying it had motivated them to stop or stay quit.
Ailsa Rutter, Director of Fresh, said: “All tobacco – both legal and illegal – contains harmful poisons that cause fatal diseases. The aim of this campaign was to show what a catastrophic effect smoking can have on families and show smokers the risks are much higher than most believe. We were delighted at the number of comments we had from people who saw the ad and quit as a result.
The campaign was developed by North East agency Robson Brown. James McKendrick, Group Account Director at Robson Brown, said: “We are very proud of this compelling campaign. It is great recognition forthe North East and the team that developed the ad.”
Balance, the North East Alcohol Office, was also shortlisted for its Tumour campaign, which was also developed by Robson Brown.