SYDNEY – M&C Saatchi Sydney has created a pro bono online video campaign for global anti-smoking charity QUIT. The videos, uploaded to the social network Vine, are aimed to be shared and drive awareness of the dangers of smoking around World No Tobacco Day on May 31.
Vine, with its unique 6-second looping video format, is the perfect medium to communicate the fact that every 6 seconds someone in the world dies from a smoking-related illness.
The campaign consists of three Vine videos, one for each major smoker demographic.
QUIT helps children and adults quit smoking, targeting three main smoking demographics:
• young people who haven’t started/are just about to start
• people who’re already smokers
• people who’ve been smoking for a long time (and are still alive)
Each execution shows a smoker dragging on a cigarette – followed by the line: “Before this video starts again, another smoker will die.”
A chilling demonstration, in real-time, of how often – and how many – smoking kills.
QUIT CEO Glyn McIntosh said: “The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. M&C Saatchi has dramatised it a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.”
M&C Saatchi Executive Creative Director Ben Welsh said: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action.”
PS: In the two minutes it took you to read this, another 20 smokers died.
Credits
Client: Glyn McIntosh, Chief Executive, QUIT
Agency: M&C Saatchi
Post & Sound: FSM
Executive Creative Director: Ben Welsh
Creative Director: Ant Melder
Art Director: David Jackson
Copywriter: Josh Bryer
Head of Moving Image: Rod James
DOP: Simon Hammond
CEO: Jaimes Leggett
