Somerset Council approached us to produce an animation encouraging smokers to quit and signposting local support services. The original script provided by the Council contained all the right information, but it would have resulted in a film over 10 minutes long, far beyond the available budget and, more importantly, far beyond the attention spans of audience already struggling with addiction.
For a topic like smoking cessation, engagement is everything. If people switch off, the message is lost.
We restructured and tightened the script into a focused 2 minute 30 second narrative — keeping every essential message while dramatically improving clarity and flow.
Importantly, the humour woven throughout the film was not part of the original script. That was a creative decision we introduced.
By adding carefully judged comedic beats — including subtle meme-style references and a playful training montage sequence — we made the content more watchable without undermining the seriousness of the subject. The humour disarms. It keeps people engaged long enough for the important information to land.
One of the most powerful lines in the script was the statistic that smoking can cost around £4,000 per year.
We made sure this wasn’t just mentioned — it was given space.
Visually and narratively, we allowed that figure to breathe within the animation, reinforcing it as a moment of impact rather than a throwaway statistic. For many viewers, that financial reality is more immediate than long-term health messaging.
When someone realises they could save thousands of pounds a year — the equivalent of a holiday, a car deposit, or significant household bills — the decision to quit becomes tangible.
That moment matters. So we treated it like one.
The visual style is loose, sketch-led and slightly gritty. It’s artistic without feeling childish which is important when your audience ranges from 16 to 65+.
We avoided polished corporate gloss. Instead, the rough line work and hand-drawn aesthetic make the film feel human and relatable.
Humour played a big role too. We subtly reworked familiar cultural references and meme-style beats, including a playful “training montage” sequence and a confused-moment parody, to keep viewers engaged without trivialising the subject.
Quitting smoking is serious. The tone doesn’t have to be heavy.
The animation was first produced in 2023 and is still being used today. Somerset Council have only requested minor updates over time, typically logo changes or updates to the “My Quit Route” app signposting at the end.
That longevity is significant.
Many public health campaigns are one-hit bursts. This one continues to perform three years on, which speaks to the strength of the concept and execution.
The video achieved over 4x Somerset Council’s YouTube subscriber base in organic reach, that’s a very strong percentage performance without paid promotion.
For a local authority public health explainer, that level of organic engagement demonstrates sustained interest and shareability.
Advertising IQ is a creative advertising agency delivering strategic, high-quality campaigns across TV, video, animation and digital media.
By subscribing you agree with our
© 2026 Advertising IQ Ltd. All right reserved