The Health Education Authority has appointed Shilland and Co to
handle the national smoking education campaign following a four-way
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 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
’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
The Health Education Authority uses agencies for creative work and
handles media relations in-house.