No More Hiding – Quit
You can't hide from the effects of smoking.
Igloo has created a new digital campaign for Quit Victoria based on social media, Quitline feedback and comments on articles from smokers trying to dodge the new and bigger graphic health warnings on plain-packaged cigarettes.
The online campaign depicts the numerous ways smokers try to avoid looking at the gory images on cigarette packets; such as drawing over the pictures or transferring cigarettes to an old packet – all of which were sourced from real comments in social media. It also aims to encourage further debate utilising the #plainpackaging hashtag.
The 45 second online ad showcases Igloo digital’s ability to react quickly and create great content. From opportunity to online in less than a week, the highly targeted campaign asks smokers to think about what they’re really hiding from when covering up graphic images.