Cancer Research gets interactive and invites smokers to puff into ads » Charity Digital News

Cancer Research gets interactive and invites smokers to puff into ads

Cancer Research UK is launching ‘The Breath Test’ – a new outdoor, experiential, social, guerrilla, press and radio campaign. ‘The Breath Test’ aims to promote the effectiveness of local Stop Smoking Services to smokers who’d like to quit.AMV BBDO and Cancer Research UK have created a series of executions across multiple channels that puts smokers to the test. This local campaign is running until the end of March.

Posters at bus stops and in shopping centres were created that invite passers-by to take a deep breath and read the text on them aloud, in one go, without stopping. The visual style mimics the typography and graphic design of a cigarette pack health warning.

A bespoke 6 sheet that people can interact with has also been created. It is the very first digital poster that uses breath to reveal a message on screen, the longer people blow, the more of the ad is revealed. The idea was activated in partnership with Clear Channel, Grand Visual and MediaCom UK. It aims to highlight the link between smoking and diminished lung capacity, encouraging smokers to seek the help they need to quit for good.

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