Break with the cigarette!

 
Prevention By Heart and Cr Kommunikation proclaim the new gospel of non-smoking for the FOPH. 
Not smoking is now part of everyday life in Switzerland. To highlight and further consolidate this social trend, the Federal Office of Public Health (FOPH) is launching the next phase of the tobacco prevention campaign "Less smoke, more life", which has been running for the past two years under the motto "Bravo" and was designed by the advertising agency By Heart in Zurich together with cR Kommunikation. Companies that presented themselves as fighters against smoking were praised. Their message was to highlight the advantages of being smoke-free, as strategist Markus Bircher explains.
The sequel, which has a budget of 3.3 million Swiss francs, no longer aims to impress with individual success stories, but with a purely typographic appearance. Graphically, the design retains the established elements such as the blue background and the bent cigarrette, according to CD Hans Siegwart. As a continuation of "Bravo", the cigarette, which is no longer needed, is this time placed behind the headlines as a "good tick". These point to the life-affirming facets of not smoking.
While posters, banners and small advertisements mainly use positive messages to highlight the trend towards not smoking, full-page advertisements also convey scientific facts about the benefits of giving up smoking. The advertisements are supplemented with the stop smoking line 0848 000 181. Here, people who want to quit can find professional advice.
The "Less smoke, more life" campaign was launched this week and will be seen in print media and on billboards throughout Switzerland in May, July, August, October and November 2008. It will be supplemented by banners linking to the newly designed website
www.bravo.ch
lead.Andreas Panzeri