The Deutsche Kinderkrebsstiftung ad campaign is incredibly powerful. It centers around somber, even hopeless, images of children with their smoking dads. The tag line reads, "Secondhand smoke is firsthand death." It provides a different perspective for smokers. They might not be concerned with their own health, but perhaps the knowledge that they are affecting their children's will spur a change.
Conceived and executed by ad agency Jung von Matt/Elbe, which is based in Hamburg, Germany, the Deutsche Kinderkrebsstiftung ad campaign was art directed by Juliana Paracencio and Daniel Aykurt with creative direction by Felix Fenz. The poignant images were shot by photographer Achim Lippoth and retouched by Al Lapkovsky. They are accompanied by statements like, "I'd love to quite smoking, but my dad won't let me."
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