Don't Blow The Years Ahead
In March 2004 Make Smoking History launched a new campaign which specifically targeted smokers aged 45 to 64 years. Many smokers in this age group may have started smoking before the harmful effects were well understood, and for this reason, they are significantly less likely than younger smokers to believe that smoking will harm their health. Also they often believe the damage is already done and that it's too late to quit.
‘Don’t Blow The Years Ahead’ promoted the message that it's never too late to quit smoking, and that there are major and immediate benefits to be gained from quitting at any age, even for those already suffering from a smoking-related disease.
The television advertisement highlighted that smokers may have years ahead and if they keep smoking could risk a future of disability and diminished quality of life. The key message was that it’s time to make a positive commitment to a healthier future by quitting smoking.
A series of three press advertisements complemented the television advertising.
Watch the 45 second TV advertisement
Read the newspaper advertisements
View other campaign materials
- Armchair poster (pdf 256kb)
- Information for older smokers fact sheet (pdf 76kb)
- Campaign summary (pdf 95kb)
