Every day in Denmark there are 40 children and youths who start smoking. In 2015, Denmark ranked number 15 out of 35 European countries on preventing the number of young smokers, but today that ranking has fallen to 23.
It’s a choice not to pass on the habit of smoking to children and grandchildren. This is the reasoning behind ‘Smoke-Free Future’, a partnership between the Danish Cancer Society and the Danish foundation Tryg to create the first smoke-free generation. The goal of this partnership is to have no children or youths smoking in 2030. Though 85% of the Danes share this notion, nothing is being done yet.
Film advertisement created by &Co, Denmark for The Danish Cancer Society, within the category: Public Interest, NGO.
Production: New Land
Director: Tore Frandsen
Photography: Rasmus Videbæk
Cutter: Adam Nielsen
Copywriter: Johan Køhler
Art Director: Rune Petersen
Creative Director: Robert Cerkez
Producer: Filippa Borg von Bülow
Executive Producer: Thor Brammer Jacobsen
Agency Producer: Anne Mette Lund
Project Manager: Daniella Jansler
Client Director: Morten Fabricius
Music: Toni Martin Dobrzanski
Grade: Sofie Borup