Tobacco Control: Warning! Advertising can seriously improve your health - IPA Effectiveness Awards Case Study 2004

Brief Description: Since the Tobacco Control campaign was launched in 2000, over 10,000 lives have been saved. During this time, anti-smoking advertising has quadrupled in effectiveness to become the most powerful trigger to smokers kicking the habit. Its power has been amplified by a new kind of integration: the integration of advertisers. By creating a coalition of brands (BHF, Cancer Research UK and NHS) the Government can wage war on tobacco in a way that is compelling but not oppressive ;---(TAGS)--- Full Title: How the integration of advertisers made advertising more powerful than word of mouth ; Number: 2004/23 ; Brand Name: Tobacco Control ; COI - Dept of Health - Anti-Smoking ; Client: Department Of Health / COI ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: AMV.BBDO ; Euro RSCG London ; BBH ; Author: Clare Hutchinson, Annabelle Watson, Jane Dorsett, Kate Waters, Ann Marie Kilpatrick, Frank Reitgassl ;