2003 Smokefree campaign: Death Repackaged

Recognising the power of charity voices to engage with smokers, the Department of Health partnered with Cancer Research UK for the "Death Repackaged" campaign. It was created to highlight the hidden dangers of smoking, particularly the perception that 'light and mild' cigarettes are less dangerous. Featuring a range of dangerous animals with cuddly names, the hard-hitting ads exposed how smokers have been misled by terms such as 'Low Tar' and 'Light'. This was also the Department Of Health's first integrated anti-smoking campaign, including TV, radio, outdoor and press advertising.

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