Historically, campaigns from Danish Cancer Society and TrygFonden haven't exactly praised smokers. But a new campaign from this partnership, Smoke-Free Future, that fights to keep … read morechildren and young people from smoking, is completely different. In general, people rarely give thanks to smokers. But that is exactly what Danish Cancer Society and TrygFonden do in a new campaign created by & Co. and Bacon, with Martin Werner as director. Because we've arrived at a point where even smokers want a smoke-free future for Denmark. The campaign aims to highlight the broad public support for an initiative that keeps children and young people from smoking by way of appreciation. And it is especially important now, as we’re quite close to a political breakthrough where the proposals that Smoke-Free Future fights for might become a reality. That’s why this campaign needs to underline the fact that most Danes don’t want children and young people to start smoking. And there’s actually no disagreement between smokers and non-smokers on this issue. A whopping 77% of smokers want a smoke-free Denmark for children and young people by 2030, according to a study named “The Dane’s view on tobacco 2018.”
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