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49
It centres on research which shows that regular exposure to second-hand smoke
can increase a non-smoker's chance of contracting lung cancer by 24 per cent
and heart disease by 2 per cent.
One insider said: 'The government is now going for more gritty, shocking
commercials, such as the current one aimed at educating motorcyclists to look for
drivers. There's a sense that a lot of people don't know much about the smoking
ban, and they need to understand why it's coming into force.'
5
In the first advert, shot in a cafe, the script says: 'It is there, when you are drinking,
eating, relaxing. But you won't notice it, floating, clinging, killing. Second-hand
smoke kills.' The scary tone is carried on into the second advert, which is shot in a
pub. 'Anywhere there is laughter, music, crowds, you will find it, hanging, drifting,
harming,' the narrator intones.
The adverts will also carry the number of a helpline which the public can ring to
get advice about giving up smoking.
6
'The reason ventilation can't protect you from second-hand smoke that it can only
remove the largest, most visible particles from the air, but many of the thousands
of chemicals in tobacco smoke are tiny particles, odourless and invisible, but
deadly all the same. That's why the legislation to ban smoking from all workplaces
is vital.'
A The adverts, created by the agency Golley Slater, aim to educate people who
regularly go to a pub or a club that they are putting their health at risk. The script
highlights the potential cocktail of 4,000 chemicals which enters people's bodies
from second-hand smoke around them.
B The Committee for Advertising Practice is close to ratifying a plan that would
see the introduction of advertising restrictions on all food and drink products in
non-broadcast media - except for fruit and vegetables.
C Dramatic adverts created by one of Hollywood leading figures are to be
screened in Britain over the next month as part of a new 'terror tactic' campaign to
prepare England for a ban on smoking in public places.
D The commercials present second hand smoke as an enemy silently invading
the lungs of innocent people.
E Using ordinary people taken from the street, the commercials show cigarette
smoke winding its way between people as they sit in the pub or walk around a
cafe. Ackroyd has used an 'alien revolution' system which can turn the camera
through 360 degrees while still keeping the same horizon in view, giving viewers
the strange sensation that they are part of the smoke itself watching it swirl
around the customers.
F The campaign will be accompanied by radio public awareness drives and a
series of beer mats and posters to be displayed in the toilets of bars and clubs.
The 'Fancy a cocktail? Don't cover up the facts' and 'Second-hand smoke can
seriously damage your delicate bits' messages have been designed to bring home
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