Shilland lights up HEA’s anti-smoking campaign

The Health Education Authority has appointed Shilland and Co to handle the national smoking education campaign following a four-way competitive pitch.

The Health Education Authority has appointed Shilland and Co to

handle the national smoking education campaign following a four-way

competitive pitch.



The campaign will target 16- to 24-year-olds and young women with its

message ’Quit smoking. For life’. Shilland will also continue the

campaign against smoking during pregnancy. Shilland is one of nine

agencies on the HEA’s roster, which includes Fleishman Hillard and

Handel Communications.



Handel ran the campaign last year.



’We are aiming to get people to reconsider and think about problems

associated with smoking,’ said agency chief executive Peter Shilland.

’We’ve got to persuade as well as educate.’



The pounds 50,000 budget campaign particularly aims to counter the

increasing number of young women who smoke.



’A lot of images in the press still make cigarette smoking look

glamorous and we are trying to combat that image,’ said a spokesman for

the HEA.



’A lot of women also smoke because of weight issues.’



The campaign will target print and broadcast media, especially the

women’s and regional press.



Shilland and Co’s first task will be to exploit the World Health

Organisation’s World No Tobacco Day on 31 May.



Another roster agency, Munro and Forster Communications, has been

appointed to handle a cinema advertising competition aimed at film and

media students.



The Health Education Authority uses agencies for creative work and

handles media relations in-house.



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