Social: NHS smokefree campaigns

Initially I started to look at the smoke free campaigns by the NHS. 

Looking at social issues: 

Source: http://resources.smokefree.nhs.uk/campaign/

1985:
The "smoker of the future campaign was designed to convoke smokers to quit by highlighting the effects through a nightmarish vision of the 'natural born smoker.'

1995:
A health education authority for England campaign. Actor, comedian and ex-smoker John Cleese brings his talents to this series of amusing TV ads designed to persuade smokers to quit. Scenes show John trying to quit smoking, do his best not to relapse, and imparting information about the effects of smoking on the smoker and those around them particularly the effects on children. 

2005:

With the hugely successful "If you smoke, I smoke" campaign in 2003, the dangers of smoking around children had become well established. However with this campaign the department of health had a harder job to do - to tackle the subject of smoking around others.

2008:

This campaign the first of several campaigns featuring smoking as the enemy of the family effectively showed parents how their smoking could influence their child to smoke later in life. The ads featured a number of children copying exactly what their parents do, including mimicking them smoking. In the TV ad the classic jungle book song "I wanna be like you" was used to emphasise the message. The overarching concept was successfully extended to other media too, from press to ambient (e.g in playgroups), online and advertorials.

2010:

Key research had shown that quitting for loved ones was the most motivating factor for a large majority of smokers, rating even above health. Inspired by these findings, the "Id do anything campaign created a message and vehicle that would resonate with smokers - particularly parents of young children.