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.