The document summarizes Cancer Research UK's campaign to encourage smoking cessation. The campaign's objectives were to educate people about the health risks of smoking and promote local stop smoking services. Radio, TV, and print ads targeted both smokers wanting to quit and those unaware of smoking's harms. The radio ad featured a smoker straining to read a short text in one breath, illustrating smoking's effects. While the print ad similarly showed fading text, the TV ad used upbeat music to engage viewers despite conveying smoking's negative lung impacts. Repetition of calls to contact smoking cessation advisers sought to encourage people to take action. The campaign considered legal and ethical standards as well as regulatory bodies that oversee advertising content.

1. CANCER RESEARCH UK ADVERTS

2. THE AIMS AND OBJECTIVES
The main objectives for the campaign were to stop people smoking as it is bad for their
health. They used the “breathe test” in order to help people be more aware of smoking and
how it can badly harm them. They also wanted to help promote local stop smoking services
so that people have someone locally that can help them quit smoking as it clearly is harmful.
This campaign was on radio, TV and print. By using more than one method of advertising it
means that it can reach more people and people hearing/seeing the same message it should
make them take action.

3. TARGET AUDIENCE
The target audience for this advert is clearly smokers, bot those on the lower level of the ABC1 scale and
those at the upper end of it, this is because smoking can cause cancer so they are just trying to get people
to realise the real damage and because lots of people smoke it means that the target audience is all of
these people so it is a wide range. It would be both people who already want to quit as they can be helped
with someone to stop them smoking and it would also be people that don’t realise the harm associated
with it that need a greater understanding. It would more be younger people who are targeted but also
older people who want to quit.

4. HOW IS THE PRODUCT REPRESENTED
This product is represented in a serious way as it comments on a life threatening thing which is
smoking. This is shown within the radio advert when the man cannot read much further and the
audience can hear a real strain in his voice to continue which shows the effects of smoking. In the TV ad
it seems to be represented differently. This is done through their interactional poster used by the
audience. This, and the gentle backing track creates a more jovial tone which could be a technique to
keep the audience interested.

5. AUDIO AD
The audio campaign involves of a male smoker who tries to read out a short text in one deep breath. He
reads for not very long compared to a non smoker trying this. He conveniently gets out all the right
information for audience such as he will go to a 'local stop smoking adviser.' This tells smokers the positive
impact stop smoking advisers can have. As he cant read on anymore, he takes a breath and gives the website
to where smokers can seek help. This audio will help people to quit smoking as it actually involves an
example of how smoking negatively affects you.
The use of a smoker shows the effect smoking has on little activities. It also appeals to younger generations
and makes them aware of how bad smoking can be. This is especially shown when the readers voice strains
after only 13 seconds of reading which is very short compared to what it should be.

6. TV AD
The advert shows the negative effect smoking and what it does to our lungs which would heavily impact the
viewer as the majority of people would believe what they see causing them to impact and try to quit
smoking. This therefore helps to achieve the campaign message as they want people to stop smoking.
This differs to the TV ad considerable amount. For example, it seems to tone down the seriousness of the
issue of smoking through the developers use of happy and upbeat music. However this is an obvious
contrast to the campaign message. This could've been done to keep the viewer interested in the advert so
they don’t switch off and they receive the message from the advert.
This would be more accessible to the target audience which is anyone who smokes as there is a large TV
audience who would see the advert and hopefully impact upon seeing the negative effects.
This is the link to the TV ad: https://www.youtube.com/watch?v=-rU4D44t1go

7. PRINT
This is the print ad for the campaign. This poster is a similar poster used for the TV ad however the
text is slightly differs from the radio ad. As the text goes on we can see it starts to fade and become
harder to read. This represents what it is like for a smoking to read this in one breath which would
indicate to them that they should maybe go and visit a Stop Smoking adviser and hopefully quit
smoking which is the aim of the campaign.

8. HOW ARE THE DIFFERENT ADVERTS
LINKED?
Adverts produced in different media can be used to convey the same campaign message by
having similarities to keep portraying the campaign message. For example within the Cancer
research adverts texts, there were repeated key phrases of key information. One key phrase
used was 'Stop Smoking adviser.' By hearing this repeated times there would be a higher
chance of the audience actually going to a Stop Smoking adviser. Repetition helps to make
people understand the message and because they keep hearing it on different types of
media they should act upon it and for these adverts they should stop smoking.

9. LEGAL AND ETHICAL ISSUES
They would need to take into consideration that their advert does not include any slander, libel or
discrimination. If any of these were to be included then the advert couldn't be played and the agency could
get sued. Regarding ethical issues, the agency shouldn't do things like swear or over work their staff as it
could lead to public backlash and also not defame any rival companies. This could also hinder the image of
their advertisement as less people would want to watch or listen to it.

10. REGULATORY BODIES
The BBFC is the British Board of Film Classification. They are responsible for the national classification
and censorship of films exhibited at cinemas and video works such as television programmes, trailers,
adverts etc. Within advertising they make sure that the visual ads are suitable for all ages before they
are cleared to be released to the public. These would affect the advert if they included any not suitable
scenes for younger people.
OFCOM is a communications regulator. They represent the interests of citizens and consumers by
promoting competition and protecting the public from harmful or offensive material. Within
advertisement, they make TV broadcasters with OFCOM licences agree to certain rules when
advertising.
The ASA is the Advertising Standards Authority. They are responsible for regulation of the content of
advertisements, sales promotions and direct marketing in the UK by investigating complaints made
about ads, sales promotions or direct marketing, and deciding whether such advertising complies with
its advertising standards codes.