Roy Castle Lung Cancer Foundation in the UK presents concerns about the impact of passive smoking on the health of children. Second hand smoke in the home hospitalises 17,000 UK children a year. Sam, Molly and Charlotte pose for the camera, each retouched with an adult arm and hand holding a cigarette.
This campaign was developed at CHI & Partners London, by executive creative director Ewan Paterson, art directors/copywriters Nick Pringle and Clark Edwards, with photographer Kelvin Murray and typographers Dan Beckett and Craig Ward. Retouching was done at Smoke & Mirrors.