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.
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