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Kids don’t think that when they take their first puff or finish their first cigarette that they have started on a lifetime addiction. And parents don’t understand that when they light up, they are putting the smoke in their children’s lungs just as if the kids were puffing themselves. This series of posters helps bring home both messages.
The PSAs were done by CHI & Partners of London. The executive creative director was Ewan Paterson, who worked with art directors/copywriters Nick Pringle and Clark Edwards, photographer Kelvin Murray and typographers Dan Beckett and Craig Ward.