According to WHO, tobacco kills 6 million people per year, of which approximately 600,000 are the result of non-smokers being exposed to second-hand, passive smoke. But this danger is not only attributed to humans. Just as it is harmful to our kind, it is also harmful to “man’s best friend.”

French people probably won’t think twice before lighting a cigarette in front of their pets — hey, they are known as the champions of abandoning animals, so probably they don’t care that much about their furry pals — New Zealanders will give a second thought regarding this, as the country has one of the highest rates of pet ownership in the world. Still, even though there are people who understand the negative effects of tobacco, they still continue with this deadly habit.

To convince them to quit, Quitline New Zealand joined hands with YoungShand and Film Construction, and created a heartbreaking campaign, in which the spotlight falls on the effects the habit can have on unexpected members of their families: pets.

Suggestively titled “Follow You Till I Die,” the campaign is emotionally charged and nicely directed by Perry Bradley, with music composed by Peter van der Fluit of Liquid Studios. The scenario unfolds from a dog’s point of view. Viewers follow the dog in every moment of its life. From getting up and waiting for its master to wake up to roaming free on the mountains, the dog has it all. But its life is slowly disrupted, as the furry pal starts to lose its appetite for life. So, what happens next? Well, we will leave that for you to discover!

The full-length film, launched on The Project and followed up through digital and social channels, is supported by teaser videos and targeted messaging. Every part of the initiative directs viewers to the Quitline website to learn more — and ultimately sign up to quit for their pet’s sake.

A spokesperson from Film Construction explained that they are thrilled to be creating such a powerful campaign for Quitline. It is not only a great film work-out but a visual experience that has a big impact on the heart. But did it made you think twice before smoking a cigar around your dog? Let us know your ‘woofs’ in the comment section below! Oh, and we won’t mind if you add a picture of your mate alongside your thoughts…


Client: Quitline

Agency: YoungShand