Nice People But
In October 2000 the Target 15 Campaign (the initial name of the Make Smoking History Campaign) launched its first major television campaign ‘Nice People But’. The powerful advertisement conveyed the grim realities of smoking and its consequences. It featured real doctors, health professionals and counsellors who work at the front line treating diseases caused by smoking and carried the line “nice people but you don’t want to meet them, keep smoking and you just might”.
The campaign was highly effective in reaching smokers with 55% of people surveyed afterwards reporting that they had attempted to quit or cut down after seeing the advertising, with 70% doing so successfully.
‘Nice People But’ received local and international recognition from the advertising industry and is the most highly awarded television advertisement ever created in Western Australia.
‘Nice People But’ aired again in 2001 in conjunction with the ‘Didn’t Listen’ advertising.
Watch the 45 second TV advertisement
View other campaign materials
- Campaign summary 2000 (pdf 91kb) and 2001 (pdf 90kb)
