Punchy PSA Captures the Highs and Lows of Quitting Cigarettes

Sweetshop's Jakob Marky has directed the latest anti-smoking campaign for Santé Public France. Launched successfully in 2016 (with 180,000 registered), the third edition of “Mois Sans Tabac” – France’s Tobacco-Free Month – encouraged a record number of 242,000 smokers to quit for 30 days from November 1st – 30th in 2018. The 2018 campaign aired in France in October, but has recently been given an English release. 

The public health campaign was launched with Jakob's film, through production company Henry. Continuous clips of the film were broadcast throughout the month to support the participants through each milestone – from deciding to give up, through each struggle and then the resulting noticeable benefits. With originality in its tone and form, the punchy film powerfully captures the effects that weaning provokes, and the difficult daily struggles of a smoker as they try to overcome their addiction. 

It encourages everyone to delight in how it feels to live without cigarettes and continue their journey, supported by France’s Tobacco Information Service, their Facebook page, and their free app.