Quit uses Vine to highlight death stats for World No Tobacco Day

Global anti-smoking charity QUIT ran a social media campaign using micro-video site Vine this weekend to tie in with World No Tobacco Day this weekend  which focused on smoking related death statistics.

Created by M&C Saatchi, the pro-bono campaign played on Vine’s six-second looping video format to commiuncate that every six seconds someone in the world dies from a smoking related illness.

QUIT CEO Glyn McIntosh said: “The fact that someone dies of a smoking-related disease every 6 seconds is shocking – that means 14,400 smokers will die on ‘World No Tobacco Day’ alone. M&C Saatchi has dramatised it in a way that will drive awareness, debate and donations. Ultimately, this highly emotive work will inspire people to quit and help us save lives.”

Consisting of three Vine videos, with each targeting a major smoker demographic, each execution shows a smoker dragging on a cigarette followed by the line “Before this video starts again, another smoker will die.”

M&C Saatchi executive creative director Ben Welsh said: “Tying the 6-second Vine format to the chilling 6-second fact means that the medium is the message and a very powerful one. It’s a great use of the Vine platform and a perfect example of ‘brutal simplicity’ in action.”


  • Client: Glyn McIntosh, Chief Executive, QUIT
  • Agency: M&C Saatchi
  • Post & Sound: FSM
  • Executive Creative Director: Ben Welsh
  • Creative Director: Ant Melder
  • Art Director: David Jackson
  • Copywriter: Josh Bryer
  • Producer: Mick Perry
  • Head of Moving Image: Rod James
  • DOP: Simon Hammond
  • CEO: Jaimes Leggett

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