Smokers know cigarettes are harmful to themselves and the people around them. Looking to give smokers fresh inspiration to quit the pack, we took a new angle and showed them the effects the habit can have on unexpected members of their whānau — their pets.
It’s a little known fact that when you smoke around pets, they’re twice as likely to get cancer. So we gave viewers a unique dog’s view of their smoker owner’s world. The full-length film, launched on The Project and followed up through digital and social channels, is supported by teaser videos and targeted messaging.