The Drug & Alcohol Services South Australia ad campaign looks to children to help encourage people to stop smoking. Targeting parents, or those who are around kids a lot, the print ads take the point of view of their little ones. One reads, "Stories about smokers never end with a happily ever after," while another reads, "Fill my head with dreams not my lungs with smoke."
Conceived and executed by Jamshop, an ad agency based in Adelaide, Australia, the Drug & Alcohol Services South Australia ad campaign was art directed by Kent O’Halloran with creative direction by Jim Robinson. The kids featured in the ads were shot by photographer Richard Lyons while their innermost thoughts were articulated by copy writer Johnny Velis. Their hopes are also written across their faces.