Shock campaigns from 2014, 2013 and 2008 launched by Public Health England (PHE). The 2014 campaign was launched alongside an expert review of the role of smoking in the progressive decline of the body’s major systems. Proclaiming loudly that ‘every cigarette rots you from the inside out’, the adverts appear on digital and print billboards across the country, and also on video. Not surprisingly, Smokers’ rights group Forest called the campaign ‘poisonous’ and accused PHE of making ‘exaggerated claims’.
Sylvia has been used for the Smokefree campaign since 2004. Bold weights are used with brightly coloured pictogram-style illustrations for the upbeat message of online campaigns and the Quit Kit. The Medium weight is used for the Stoptober campaign. The Light weight is used for the dramatic, shock message of these campaigns.