Danish Cancer Society Thanks Smokers For Smoking In New Campaign Via &Co

Danish Cancer Society Thanks Smokers For Smoking In New Campaign Via &Co
B&T Magazine
By B&T Magazine
SHARE
THIS



Anti-smoking campaigns don’t normally thank smokers for smoking. But the Danish Cancer Society, philanthropic foundation TrygFonden and creative agency &Co are doing just that in their latest campaign for a Smoke-Free Future.

The new initiative is a unique take on the anti-smoking message.

Creative agency &Co has honed in on the insight that today, even smokers themselves want a smoke-free future.

The campaign underlines the fact that most Danes – also the parts of the population that smoke – don’t want children and young people to start smoking.

The campaign shows adult smokers using various creative ways to hide their cigarettes from the younger generation.

This is because making sure that kids don’t witness it can ultimately help them to not start smoking themselves.

&Co worked closely with Danish production company, Bacon and director Martin Werner, to bring the idea to life.

Watch the short film here:

The strategy is backed up by research: a whopping 77 per cent of Danish smokers want a smoke-free Denmark for children and young people by 2030, according to a study from 2018 titled ‘The Dane’s view on tobacco’.

& Co partner and copywriter, Johan Køhler said: “In my view, we’re simply dividing the roles.

“Because you might be a smoker, but you’re more than that.

“You could also be a parent, grandparent, aunt, and so many other things that are more important than simply being a smoker.”

Køhler added: “When three out of four say they regret taking that first drag, they say so because they now know the effects of tobacco.

“They are expert witnesses that are worth listening to.

“And we agree with them in this case – the 77 per cent, in any case: we don’t want to pass the tobacco on to our children and grandchildren.”

Smoke-Free Future campaign manager, Susanne Bjærge said: “We are incredibly close to a milestone in Denmark.

“When Smoke-Free Future was founded four years ago, only 13 per cent of Danes believed that we’d be able to stop passing on our bad habits to our children and grandchildren.

“Even though we’ve known all along what it requires to achieve this.”

Bjærge continued: “First and foremost, it requires smoke-free school hours, neutral design on cigarette packaging and that tobacco is hidden from plain sight in shops.

“All these measures are included in the government’s plan against the use of tobacco that politicians are currently debating, and that we hope will become everyday practice in Denmark in a matter of time.

“And it’s absolutely crucial that they remember the most effective measure: a significant increase in price.”

Politically, there’s been signs of a majority for the government’s action against tobacco.

And there’s support from the people of Denmark – even smokers.

& Co account executive and partner, Morten Fabricius said: “That is why we say thank you.

“We’re at a tipping point in halting the passing on of tobacco to the next generation.

“We need to show that we’re many who want the same thing for the future.

 

Campaign Credits:

Agency: & Co. / NoA

Creative director: Robert Cerkez

Art Director: Rune Petersen og Jon Goldtche

Copy writer: Johan Køhler og Kristel Krøier

Account Director: Morten Fabricius

Account Manager: Anders Antvorskov og Mette Riis Kruse

Planner: Lone Tvedergaard Bach

Social Media Planner: Nynne Sille Hansen

Graphic Designer: Anders Martin Jensen

 

Main production company: Bacon CPH

Executive producer: Mette Jermiin

Producer: Ditte Odgaard Glass

Director: Martin Werner

In-house production company: Andy

Agency producer: Filippa Borg von Bülow

DOP: Rasmus Videbæk

Focus puller: Daniel Parmo

Gaffer: Morten Kildegaard

Best boy: Casper Bülow

Grip: Christian Brøndum

Production manager: Mads Jokum

Production designer: Wonderland productions, Christian Rathmann

Propsmaster: Klara Sofia Bengtsson

Stylist: Pernille Holm

Make-up: Lis Kasper

Extra coordinator: Anya Heen

Production coordinator: Laura Valentiner-Bohse

Sound recordist: Stefan Garfield

Casting: ArtCast, Ditte Kiel

Postproduction: Bacon X

Editor: Nicolaj Monberg

Colourist: Miriam Latif

VFX: Bacon X

Sound design: Kevin Koch

Music title: “Kid in you”

Music composer: Hasan Ozsu

 

 

Please login with linkedin to comment

& co. Danish Cancer Society TrygFonden

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]