Access's TV campaign for ‘My Little Baby' encouraging smoke free pregnancies goes live this week hitting primetime ITV viewing in the North West from Monday 02 February. We first announced this win in a press release in November.
The campaign consists of two TV ads which are targeted at pregnant smokers, and partners who smoke, respectively; offering help and advice to give up and promoting the thought that ‘stopping smoking at any time can instantly make a difference'.
These thought provoking ads speak directly to smokers, showing parents-to-be highlighting the effects on their lives and health, as well as those of the unborn baby; raising issues such as slower growth, oxygen deprivation and the strain caused on the unborn child's heart.
The ads complement a regional PR campaign by Smokefree Northwest and its stakeholders, including all 24 PCTs in the Northwest, which will focus on promoting the benefits of stopping smoking when pregnant for both the woman and the unborn child.
Whilst this is a nationwide issue, the campaign has been be up weighted in the Northwest (the only region using TV), as the problem is a particularly prevalent in this area (for instance statistics show that up to 50% of all pregnant women in Blackpool smoke).
This is the first TV campaign completely managed and delivered by Access, including creating the concept, casting, filming and editing. The Central Office of Information (COI) managed the placement of the media.
Simon Landi, Managing Director of Access comments on the project: "This is the first TV campaign we have created without having to use existing footage, therefore this is groundbreaking stuff for Access. The team have all worked incredibly hard and although we encountered challenges along the way, I think I can safely say we are very proud of the outcome. I'm looking forward to seeing it go live, and I'll be watching out for it during Corrie."
Watch the ads
You can also see some 'behind the scenes' photos taken on the set.
