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 effective-ness 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: COI - Dept of Health - Anti-smoking; Tobacco control; Client: Department of Health/COI; Product Category: Government Departments (Public service information campaigns); Agency: Abbot Mead Vickers.BBDO (AMV.BBDO); Euro RSCG London; Bartle Bogle Hegarty (BBH); Author: Clare Hutchinson, Annabelle Watson, Jane Dorsett, Kate Waters, Ann Marie Kilpatrick, Frank ReitGassl; Prize Winners: Gold; Best Dedication to Effectiveness (Adworks ref: Advertising Works 13)