The government’s tough line on smoking, outlined in its White Paper
on tobacco last week, is backed by a new campaign featuring young people
who have died or are dying as a result of smoking.
The ad, created by Abbott Mead Vickers BBDO, forms part of a new pounds
2.5m campaign by the Health Education Authority. The HEA’s campaign
features, with family permission, one woman who died within the past
The campaign could be the HEA’s last through AMV as the government plans
a fresh pounds 50m anti-smoking campaign over the next three years. The
step up in spend was announced in the White Paper and the account will
be tendered in the New Year.
The long-awaited paper signalled that all billboard and press
advertising will end as early as July next year, two years earlier than
required by the EU.
Tobacco sponsorship of sports and arts events is likely to be allowed
until 2003, with global sports such as Formula 1 given a further three
The only exemption will be point-of-sale advertising, meaning that all
forms of consumer direct marketing fall under the axe.
While anti-smoking group Action on Smoking and Health (ASH) applauded
this news, it attacked the government for not clamping down harder on
’brand stretching’ such as Camel boots.
’The government says that as long as distinct branding is used, it is
prepared to allow the dual use of established brand names. This is a
subtle form of tobacco advertising,’ insisted Clive Bates, director of