The ads target those parents who think that they are not harming their children if they only smoke outside by highlighting the impact on children of parents dying from smoking-related illnesses.
One ad shows a woman telling her children that she's has been diagnosed with lung cancer. In another, a boy is comforted at his father's funeral, as the viewer is informed that he never smoked in front of the children, with the line: "Heart disease doesn't care how considerately you smoke". Another shows a young girl placing flowers on her mother's grave.
The campaign was written by Mary Wear and art directed by Andy McKay. The television ads were directed by David Lodge through Outsider, while an accompanying press campaign is photographed by Paul Quinn. Media planning is by PHD and buying is through COI Communications.
The idea is to target people who might not be as concerned for their own health, but who may be more motivated if they consider the impact on their children.
Melanie Johnson, public health minister, said: "We know that 70% of smokers want to stop. For some, fears about their children can be a stronger motivation to actually quit than fears for their own health. Parents want to do the best for their children. We all want to be around to see them grow up."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .