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