Quit For Wales

ASH Wales

Our brief was the create an engaging and emotive Quit For Wales campaign video to be shown on the big screens in the Millennium Stadium before an international rugby match.

Millenium Stadium

The aim was to reach out to people across Wales who want to quit smoking and direct them towards the correct support. Welsh Government wants to reduce smoking rates from 23% to 16% by 2020, which means 25,000 people will need to quit each year. As the video was being shown before a match in the stadium, it needed to catch people’s attention, so it had to be striking, punchy and to the point.

The shoot started with a road trip to Aberystwyth where we interviewed a group of young people who were involved in workshops, focusing on body image and supporting each other. It was a really interesting experience to hear all their stories and views about smoking and the effect that it has on families.

Our next destination was the Go Compare offices in Newport, where employees told us their reasons for giving up smoking. It was surprising how much money they were saving! A quick dash across to Cardiff Bay finished the day off where we spoke to more individuals about their journey to being smoke-free. A few days later, we met the Quit For Wales team at the Vale Hotel to meet to some of the Wales rugby squad (including Justin Tipuric and Hallam Amos) to have some photos taken and talk about the importance of helping others to quit.