To spread the anti-smoking message to a broad audience, Māori Television and Quitline revisited the creative style pioneered by NZTA & Clemenger in their much-awarded anti-pot driving campaign, featuring kids lampooning their parents’ dodgy behaviour.
Māori Television’s advertising head of department Toni Urlich developed the creative, titled Crayons.
The first execution of Crayons screened on 22 August on Māori Television, and will screen on TVNZ and TV3 from Monday 1 September. There are three more versions to come. Maori TV and Quitline have screened anti-smoking campaigns previously – but this new campaign is the first to run across other mainstream channels.
“Māori Television has been the perfect partner for us for this campaign,” said Quitline ceo Paula Snowden. “Their genuine understanding of Māori and those in high deprivation populations gives a very real dimension to the advertisements which we are sure will resonate with the target audience.”
Research carried out prior to the campaign being produced showed the target group are not that concerned about the long term effects on their health or the cost of cigarettes, however they are very concerned about their children taking up smoking and feel guilty that they are role-modelling this behaviour.
Actor Kahukore Bell who gave up smoking straight after the production of the TVCs says she recognised herself in the campaign and she does not want her young daughter to think smoking is normal because Mum does it.
CREDITS
Client: Quitline
Paul Snowden: CEO
Sarah Woods: Communications Manager
Creative Agency: Māori Television
Production Company: Māori Television
Toni Urlich: Creative, EP
Greg Mayor: Director
Valentine Taylor: Producer
Richard Parsonson: DP
Ella Henry: Creative
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