Tobacco Control - WARNING: advertising can seriously improve your health: how the integration of advertisers made advertising more powerful than word of mouth

Frank Reitgassl, Anna Marie Kilpatrick, Annabelle Watson, Clare Hutchinson, Jane Dorsett and Kate Waters

This paper shows how the Government, via a coalition of related brands (NHS, Cancer Research UK and British Heart Foundation), has successfully waged a war on tobacco.
Agency: AMV.BBDO, Bartle Bogle Hegarty and Euro RSCG LondonAuthors: Frank Reitgassl, Anna Marie Kilpatrick, Annabelle Watson, Clare Hutchinson, Jane Dorsett and Kate Waters

Tobacco Control

How the Integration of Advertisers made Advertising more Powerful than Word of Mouth

INTRODUCTION

In the last five years, anti-smoking advertising has quadrupled in effectiveness to become the most powerful trigger to smokers kicking the habit: more important even than word of mouth or doctor's advice, growing the number of prompts to quit (Figure 1).

At its heart this case is proof that integration works. However, this is not the...

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