Smell of smoke in the letterbox

Direct mailThe National Health Service (NHS) is trying to encourage British smokers to quit via the nose. The national health service sends out letters that smell like ashtrays and show pictures of attractive people. The inside of the letter shows the same people with a cigarette and yellow stained teeth. Because, according to the NHS, young people and women in particular do not respond to health warnings, the advertising agency responsible, Kitcatt Nohr Alexander Shaw, hopes to influence the target group with its special appeal. Women who respond to the mailing will receive a magazine that deals with the negative effects of smoking. For the male target group, by the way, the agency focuses on the message that tobacco is dangerous for sexual fertility.