Smoking ban campaign hots up
The government is launching a multi-million pound campaign today to raise awareness about the forthcoming smoking ban that comes into effect on 1 July.
The integrated "Smokefree England" campaign, which will include TV, outdoor, print, radio and airport media advertising, has been created by Farm to remind the public when and where the ban will be enforced.
The campaign is understood to be one of the largest campaigns backed by the Department of Health (DoH), with the government department spending about £1 million a week until 1 July.
The importance of launching an awareness campaign was raised after research by the DoH showed that more 45 per cent of people were unaware of the date.
In addition, a website and direct marketing campaign targeting 1.7 million business in the UK after research found that 41 per cent did not know exactly what the ban meant for them.
DM agency Partners Andrews Aldridge was tasked with communicating the new legislation to businesses by creating a direct mail pack.
Businesses and individuals found breaching the ban will be fined between £50 and £200.
Farm won the brief for the campaign following the DoH's decision to restructure its advertising agency roster and drop AMV BBDO from it after 22 years.
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