DIARY: Nicorette enlists aid of ’old smoky’ to help UK smokers kick the habit

Setting an example is a fine way of promoting good behaviour in others. This, oddly, was Shire Hall Communications’ logic in choosing Battersea Power Station as the location for a millennial stunt to badger smokers into quitting.

Setting an example is a fine way of promoting good behaviour in

others. This, oddly, was Shire Hall Communications’ logic in choosing

Battersea Power Station as the location for a millennial stunt to badger

smokers into quitting.



The day before Christmas Eve, the agency projected its ’quit’ plea on to

the Wandsworth monolith on behalf of Nicorette, the leading brand of

Shire Hall client Pharmacia and Upjohn. ’The power station gave up

smoking in 1983,’ quips senior account executive John Pike, ’and is a

shining example to us all.’



The projection, visible for five hours to traffic on the north bank and

to trains leaving Victoria station, was the brainchild of Sophie

Stannard, who directs the P&U account and who, by neat coincidence,

herself quit the cancer sticks on new year’s eve 1998.



The campaign aimed to draw attention to a health survey last year which

claimed most of those who smoked in the 1990s hoped to quit as a

millennium gift to their own survival. Figures for those who succeeded

are sketchy, but it is estimated that 1.3 million - ten per cent of UK

smokers - made the attempt.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.