Client:

Health Education Council

The Judge's verdict

'Changing behaviour is the hardest brief in advertising. Particularly when it comes to making a rational argument against what is, after all, human nature. For me, this ad represents a master class in communication. The skill of the writer is apparent. What may be overlooked, however, is the sensitivity of the art director. Absolutely nothing gets in the way of the message. (How on earth can you write an ad calling for restraint if you can't demonstrate it?) Of course, it's impossible to quantify the efficacy of this ad. But there can be little doubt it stops the reader doing at least one thing: turning the page.'