The ads will run during ad breaks for popular programmes with a message specific to viewers of that show.
For example, in one execution to run in an ad break during Coronation Street, Molly from Hammersmith says, ‘Hi Mum, I know you're watching Coronation Street. I don't want you to smoke because I don't want you to go through what your mum went through. Because it will just make me really, really sad and because I don't want you to die. I don't know what I would do without you'. The ads were created by MCBD.
According to the NHS Stop Smoking Services, a generation of children are growing up to be anti-smoking but are increasingly concerned about the health of their parents who smoke.
The research, which spanned 1,000 children aged 8-13, is being published to coincide with a new Department of Health ad campaign to get loved ones to kick the habit.
Public Health Minister Gillian Merron commented: ‘I hope this new campaign will give mums and dads the encouragement they need to realise they can give up with help from the NHS, and support from their children'.
The research said that 96% of children with a parent who smokes said they wished they would quit. Nine out of 10 respondents said that older people who smoke don't look cool.
Regular smoking among 11 to 15 year olds has halved since its peak in the mid 90s, say the Information Centre statistics.
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