Agency: Leith Agency, The | Author: Andrew Horberry |
'You can do it'
The Health Education Board for Scotland's anti-smoking advertising campaign to launch Smokeline
INTRODUCTION
This paper refers to the strategic and creative development stages which led up to the launch of the Health Education Board for Scotland's (HEBS) anti-smoking advertising campaign to launch Smokeline.
- Research into people's smoking behaviour - the problem is one of attitude, not ignorance
- Strategic development - confronting avoidance behaviour.
- Development of a helpline - finding the right ...