New approach to stop smoking

The Government has dropped previous shock tactics for this year's stop-smoking campaign.

Launched on New Year's Eve, the latest campaign takes on a more supportive role. Retained agency Fishburn Hedges is spearheading the campaign.

Last year's graphic TV ad 'the hook' hit the headlines as it featured a smoker caught on a fish hook.

Fishburn consultant Carolyn Abbasi-Larkey said: 'It is now about encouraging people who are thinking about giving up to use NHS support for more success.'

The campaign will run until the end of March and is being handled by a four-strong team at Fishburn Hedges, headed up by Abbasi-Larkey.

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