British Heart Foundation: Under the skin of hardened smokers

The 'Under my Skin' campaign for the British Heart Foundation answered the question 'how can you effectively deliver an anti-smoking message when shocking isn't shocking anymore?' Choosing to avoid disgust inducing norms of the category, the BHF aimed to increase smokers' determination to quit by illustrating physiological damage in a way that made it real, relevant and immediate, regardless of circumstances or age. 'Under my skin' strengthened the BHF's perceived role as the friend of the smoker, helping save over 5,000 lives and paying for itself 600 times over. More than 225,000 smokers asked for help to quit during the campaign