Smoking charity Quit wanted to raise awareness about lung health and drive smokers to call the charity's dedicated Quitline which provides counselling and support for smokers in the UK. The idea was to use humour to highlight the futility of smoking rather than adopting a lecturing approach that is easy for smokers to ignore.
The solution is a campaign focusing on three 15 second animated films depicting darkly comic animations of 'loony lungs' willingly throwing themselves into increasingly dangerous situations. This was supported by a range of activities including experiential and ambient marketing. Plastic cartoon lungs will be placed in cities across the UK at key smoker sites such as pubs, cafes and near London Underground stations.