Promoting a tobacco free society

Smoke-Free Workplaces

Smoke-Free Workplaces

Smoke-free works – March/April 2004: 
Ireland was the first country in the world to introduce a complete prohibition on smoking in workplaces to protect people from the harmful effects of second-hand smoke. The smoke-free workplace legislation came into effect on March 29th, 2004 and since then, pubs, bars, restaurants, shops, factories, offices and other enclosed workplaces are smoke-free. To raise awareness of the legislation, the Office of Tobacco control launched a television and radio advertising campaign preceeding the introduction of the law. The campaign consisted of two 20 second television adverts, a 20 second radio advert and print adverts in various trade publications.

Phase one of the campaign was launched at the beginning of March 2004 and focused on announcing the commencement of smoke-free workplaces on the 29th March 2004. Phase two, which was launched on the 29th March, focused on building compliance with the new legislation and provided details of the lo-call compliance line.

The TV ads were set in workplace environments – one in a bar/restaurant and the other in an office setting representing the wider range of workplaces. The campaign focused on highlighting the fact that second-hand smoke causes lung cancer and heart disease, and on the date on which the new legislation became effective.

The campaign theme ‘Smoke-free works’ was designed to reinforce the message that smoke-free workplaces work for employees’ health and well being.

Smoke-free is working. Let’s keep it that way - October/November 2004:
A follow up television and radio advertising campaign was launched in October 2004. The objective of this campaign was to reflect the fact that the legislation was being complied with by the overwhelming majority of employers, employees and the public.

It also served to remind people that smoke-free workplaces are working and that there is a lo-call compliance line that people can contact to register complaints or request information.

The campaign consisted of a 30 second TV advert and a 30 second radio advert and ran for five weeks on RTE 1, RTE 2, TV3, TG4, Sky One, E4 and MTV, as well as the country’s local and national radio stations. Both adverts were set in a bar and refer to the OTC’s smoke-free compliance line 1890 333 100. Ads also featured in trade publications for the hospitality industry. Please click on the links below to see the TV advert.


Web Design by Arekibo