Dont Be The 1

Fresh Smoke Free North East was the UK's first dedicated regional programme set up in 2005 to tackle the worst rates of smoking related illness and death in England. Now that research shows that one in every two smokers will die from a smoking related illness, we created an emotionally charged campaign to urge smokers to quit, DontBeThe1. The TV won Gold and went on to win the Grand Prix at The Roses Awards 2014 Chaired by Rosie Arnold. Robson Brown are a sister agency to Story within the Mission Group, I worked on this account in my role as Executive Creative Director.

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