It only takes six seconds for a smoker to die.
M&C Saatchi has pulled together an integrated video campaign on video platform Vine which showcases how quickly people can die from smoking.
Created for anti-smoking charity Quit the six second loop video features a deep drag on a cigarette with the words ‘before this video starts again, another smoker will die’.
The campaign will consist of three six-second videos targeting different demographics.
“The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone,” Glyn McIntosh, QUIT CEO, said.
“M&C Saatchi has dramatised it a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.”
Ben Welsh, M&C Saatchi executive creative director, added: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action.”