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TV attacks smoki,
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THIS SUNDAY sees the start of
one of the biggest TV advertising
campaigns ever-to try and dis-
courage 'smoking. The Health
Education Council is spending
L120,000 in two weeks on a series
of four commercials produced by
ageniy Saatchi and Saatchi. This
far exceeds the average weekly
expenditure of companies like
Heinz and Kelloggs._ .
The money comes from a
special Government grant of
E100,000,@ on top of nother
1100,000 annually given' to sup.
Part the work of the Council.
One region, Tyne Tees. will not
see the commercials. and 111,5oo
will he spent on research to
estimate the effect of the cam-
I Faign on those areas which saw
it and the one that did not. The
full results should be known by
January and this will influence
decisions on whether the anti-
sibokin campaign will reappear
od TV in 1972. There will also
be a Press and poster push
around the turn of the year.
In -addition Sir Keith Joseph
or a ^.W. caw *(0A0.iC
cigarettecompanies who,
advertirecigars and pipe-
tobaccos.but they may bend tol
Governmentpressure.
The four. commercials have
been made with very different
audiences in mind. OnO shows
the anti-social effects of smoking
ii you are Young, another f - shown
here) emphasises the expense, a
third the risk to the health and-1
a fourth links this with the
activities of the lemmings who
periodically push the herd in-
5tinct as far as- communal
suicide.
The commercials were intro-
duced yesterday by Baronesk
Birk chairman of the Ilea.]
Edu@atlon Council. who said that
50M. viewers would see. the com-
mercials between nine and 15
times. They would go out twice
a night at peak viewing times and
more frequently at week ends.
Similar TV commercials 8 had.been
shown In the U.S. and Germany
but it was difficult to measure
the effectiveness. However they
had certainly helped the Baron
who In impressed by the com:, to cut down on her own smoking..
mercials, is trying to get the. .0
BBC and the ITV companies to -
run them as a public service
after the paid-for campaign hasl
finished. The ITV companies are I
anxious not' to offend the
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