The ‘Fight back' campaign, which spans film, experiential, posters, and PR, aim to show the damage smoking can do to a person's insides by showing a man being beaten up. Ads carry the lines ‘Smoking. GBH to your insides', ‘When you smoke, it's your insides that get beaten up' and ‘Cigarettes attack you. But in ways you don't always see'.
The campaign primarily targets C2DE white males aged 35-55 in the Birmingham area, a group with a high smoking prevalence.
The ads will also be displayed on mobile ad vans on match weekends at Birmingham City and Aston Villa football stadiums.
Leaflets will be distributed at 900 lcoal venues, including betting shops, fast food outlets and newsagents. A mobile exhibition unit will also tour in the local area where people can test their carbon monoxide levels and lung age.
The campaign urges smokers to text BEAT to 80800 for further information and for details of their local participating pharmacy.
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