First Impression Design has launched its first advertising campaign, an anti-smoking push on behalf of the Cancer Research Campaign, this week.
The campaign is designed to deter 11to 19-year-olds from taking up the habit and includes images of three of the most notorious killers in history: Jack the Ripper, Burke and Hare, and smoking, which kills 10 000 people a day worldwide, according to the World Health Organisation.
It broke on Monday with the campaign poster projected on to the side of Tower Bridge. Press ads in the Metro and the Daily Mirror appeared on Tuesday and Wednesday to promote the TV commercial, which was aired on National No Smoking Day (Wednesday) with slots in teen soap Hollyoaks and immediately before Celebrity Big Brother.
The project was handled through First Impression’s marketing consultancy arm Get-Into and is the culmination of a year-long competition among schoolchildren.
Cancer Research Campaign director of communications Susan Osborne says, “The most effective way to communicate with teens is through their peers. Teens don’t listen to adults.”