HEBS Smokeline

David Watson

Both the creative thinking and media strategy were adapted to fulfil the following objectives - to regain the high levels of calls generated and reduce the overall response, to increase the awareness of Smokeline, to match the previous number of quitters and to utilise the Smokeline capacity as a counselling service.
Agency: The Bridge , FB Media DirectionAuthors: David Watson

How HEBS Refreshed the Smokeline

1. Introduction

A generation after the health risks from smoking were demonstrated beyond dispute, smoking remains the single greatest cause of preventable illness and premature death in Scotland. There are still over 13,000 smoking-related deaths in Scotland every year.Since 1992, the Health Education Board for Scotland (HEBS) have run highly successful, award-winning campaigns encouraging people to give up smoking. The 'Hospital' and 'Terminal' campaign consisted of two 50" commercials top n' tailed with a 20" direct response, which promoted the...

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