dept for health & social care

TRUTH: Sometimes the best lines are staring you right in the face

We developed the ‘it’s in your hands’ platform whilst at FCB London (now AMVBBDO) in 2025 to launch the government’s digital tools that increase your chances of quitting threefold. The idea came from a simple insight - the very things you use to smoke, could be the things that help you quit with the NHS app. The campaign is now live nationally.

THE LINE: TV | OOH | SOCIAL | DIGITAL