Description
AMV BBDO and the Department for Health and Social Care (DHSC) have today launched a new national campaign, The Power To Quit Is In Your Hands, to promote the NHS Quit Smoking app and Personal Quit Plan, highlighting that help to quit is never far away.
Built on the insight that smokers are three times more likely to quit successfully when using proven tools and support, the campaign aims to give smokers a sense of hope, empowering them to quit successfully.
Moving away from a traditional focus on the harms of smoking, the creative uses humour and hyperbole to bring the power of support to life, positioning the NHS digital quitting tools as catalysts for change.
The hero film follows a man eating lunch in his work canteen who is invited out for a cigarette by colleagues. Tempted, he appears ready to join them, when his phone suddenly springs to life in his pocket. A powerful light beam bursts out of the phone, drawing him up and onto the table. He looks on in awe as he realises it’s his NHS Quit Smoking app, reminding him he is on day 11 of his quit journey — just enough to help him say no.
The campaign will run across TV, online video, social media, radio, digital audio and out-of-home nationwide.
This professional campaign titled 'The Power To Quit Is In Your Hands' was published in United Kingdom in February, 2026. It was created for the brand: Department for Health and Social Care, by ad agency: AMV BBDO. This Film medium campaign is related to the Electronic Devices and Health industries and contains 1 media asset. It was submitted 17 minutes ago.
Credits
Agency: AMV BBDO
Creative President: Owen Lee
Head of Strategy: Laura Pirkis
Creative Director: Kris Wheater
Creative: Simon Mannion/Clint Harding
Managing Partner: Emily Whiteaway
Business Director: Kirsten Barnes
Senior Account Director: Marianne Roberts
Senior Account Manager: Hugh O'Sullivan
Senior Producer: Vanessa Hunt
Production Assistant: Josh Oyediwura
Business Affairs: Nick Renton
Strategy Director: Samuel Jackson
Design Director: Laura Nunn
Inhouse editing: Charlie Coombs
Production Company: Magna Studio
Director: Arthur Studholme
Executive Producer: Joel Spencer
Producer: Drew O’Neill
Production Manager: Rhian Gwenlan
Director of Photography: Simon Richards
Production Designer: Sarah Jenneson
Casting: Beast Casting
Location Manager: Jamie Jamieson
1st AD: Julian Richards
Sound Recordist: Stephen Hodge
Gaffer: Marco Di Giulio
Stunt Coordinator: Matt Sherren
Costume Designer; Florence Jones
Mair and Makeup: Eve Coles
Editor: Nick Armstrong at TenThree
Edit Producer: Ed Hoadley
Post-production: No8
Post- production producer: Robson Yeo
VFX artists: Rob Peacock and Toby O’Connell
Colorist: Matt Turner
Audio post-production: No8
Audio producer: Karen Noden
Sound designer: Ben Gulvin
Photographer: Gary Salter
Photographer Producer: Paul Cowen at Horton- Stephens
Retoucher: Karl Hugill
Media planning/buying: Wavemaker/OMD
