The campaign aims to convey the severity of buying, selling and possessing illegal cigarettes following the passing of a law, which came into effect this month, that every person caught with a duty-unpaid cigarette risks a $500 (US$352) fine.
The film noir-inspired TVC depicts cigarette fumes symbolising the costs of smoking contraband cigarettes and urges consumers to contact the authorities when such cigarettes are found.
The integrated campaign also includes road shows and targeted communications at work sites. Maxus is the campaign’s media partner.
