British Red Cross asked Gungho to create a campaign designed to give a final impetus to people considering quitting. The campaign needed to be engaging, immediately accessible and representative of the diversity of the Tower Hamlets.

We used a familiar setting to create immediate interest and appeal. We arranged a location photoshoot and then, to achieve the balance of diversity and the correct visual positioning, a second "people" shoot against a blank background took place. We then superimposed the people into the scene. We gave the featured characters their own reasons for stopping smoking and then turned a question on to the person looking at the advertisement – "Why will you stop?"

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