The Public Health Agency has just launched a new campaign to let everyone know about a change in NI’s Laws. From the 1st of February 2022, it’ll be illegal to smoke in a vehicle if anyone in it is under 18 years old.

Genesis is very proud to have helped the PHA develop the campaign and play a small part in making sure young people are protected from the dangers of second-hand smoke.

Some smokers still think it’s okay smoke in the car as long as the window’s down, the air con is on, or you put the cigarette out before other people get in.

But that’s not the case.

Over 80% of smoke is invisible and most of it stays in the car.

So even after taking those ‘safety’ measures, it’s still not safe.

Our campaign dramatised that idea in eye-catching style, by creating visuals that showed how the inside of the car would look if all smoke was visible.

We removed the car and all other distractions, leaving only the unsettling image of a young passenger engulfed in second-hand smoke.

This is an important message for the public and, based on pre-testing feedback, we’re expecting the campaign to give it the impact it deserves.

The campaign launched on January 10th across TV, radio, OOH and digital.