The brief was to create a socially targeted campaign aimed at two target audiences: 1. Pregnant mums and their partners who have considered stopping smoking and 2. Midwives who would like resources to help them with those difficult conversations with parents. By working in collaboration with designers and marketing together we developed the idea to use balloons – an object often associated with positive feelings/celebrations e.g. birthdays or a baby shower.
I added another dimension to the design by using a negative message 'It can't breathe' for the shadow as a way to show the direct impact the parent is having on the baby whilst smoking. Through focus testing we discovered this concept was liked its hard-hitting approach and achieved an emotional response and good recall from the people present. As a positive sign-off for the campaign I composed the hook for the campaign the hastag confirms its 'never too late' to make a change for the better.
