The COI has hired Carlson Marketing to handle a 'Getting off cigarettes' campaign, spanning face-to-face work, press, radio, outdoor, door-drops and ad bikes to target smokers trying to quit.
A pilot campaign last year identified what the DoH believes are the most effective approaches and techniques to reach this audience.
The programme was born out of a 'Big Quit' local radio campaign, which was supported at some events by live broadcasts from street teams.
By the end of 2009, tobacco manufacturers will be forced by law to include images that illustrate the negative health effects of smoking on the back of all tobacco product packaging.
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