Getting off cigarettes
This campaign was designed to increase awareness of the help available to smokers from the NHS, and to encourage smokers to consider using NHS support when quitting. The TV ads feature cigarettes the size of multi-storey buildings with people stranded on top of them. At first they look stuck. But they then use their mobile phones to call the NHS smoking helpline. Cranes and fire ladders then arrive to help the smokers get off – a metaphor for local NHS Stop Smoking Services.