YouTube used for children’s anti-smoking campaign

Anti-smoking charity QUIT has developed a new online stop smoking campaign aimed at young people, and is using a minute-long video on YouTube to promote it.

The video is entitled ‘Black Magic’, and shows a teenager offering an adult a long black cigarette. Once the cigarette is lit, the teenager’s face becomes demon-like and after three seconds the adult explodes.

John Williams, director of the video, said: “I used the idea of role reversal between an adult and teenager as I think young people will be able to relate to the scenario.”

The video ends with the slogan “Black Magic: from the people who brought you lung cancer.”

Ruth Bosworth, director of services at QUIT, added: “"QUIT have produced a web video because the charity wants to communicate stop smoking messages in a format that will appeal to young people. By launching the video on our new website for 11- 15 year olds, www.quitbecause.org.uk we have had very positive feedback so we wanted to extend the reach and felt both YouTube and My Space would be good places to start.”

A spokesperson from QUIT told E-Health Insider: “This is a thought provoking web video for young people. QUIT is pushing the boundaries of stop smoking messages by using this creative communication.”

QUIT claim that 450 children start smoking everyday in the UK and have set up the new website to try and spread the message of the dangers of tobacco to this group.

Bosworth added: “We are hoping the video will make people think about and discuss smoking issues. Smokers wanting to quit can ring Quitline 0800 00 22 00 or e-mail stopsmoking@quit.org.uk.”

The video production was supported by Adobe who provided the workstation and production tools to make the campaign appear in high-definition quality on the YouTube website.

Andy Gordon, producer of the video, said: “I hope this is the start of a series of imaginative films we can make with QUIT, that make people think again about lighting up.”

The video can be viewed on YouTube here.