In Britain today, more than 120,000 people are going to die over the next year from illnesses directly related to smoking.
And the year after that, and the year after that. Unless we all do something.

Most people know that smoking is bad for health. Smoking, more than any other factor, cuts people's life expectancy. As well as being the prime cause of cancer and heart disease, it also causes many other fatal conditions and chronic illnesses among adults.

I used the HDR effect on the double of my models. On the double, you can see how I create the "grimmy" "dingy feel to my models skin, aging them, to show the effect of smoking. I took inspiration from the original NHS/smokefree illustrating the effect of smoking visually and verbally. 

The problem however is they tell people how they should think. Its showing the problem but not allowing people to think about there actions and the real outcomes.

To combat the issue of anti-smoking campaigns being too "in your face" with their imagery, I have decided to aim for a more subtle approach with the overall message. Thus I have utilised the familiar visage of a heart rate monitor.

The heart and the blood help attract viewers eyes and unlike before, I haven't tried to overwhelm them with the message immediately. This time the viewer is able to make up their own mind and with them taking a longer period of time to view the advertisement the message will stay with them.

Below is my A3 Show board, including different methods of showcasing the campaign. 

The familiar heart rate monitor made from smoke: 

At Nottingham Contemporary: