Children absorb everything around them. A multitude of surveys show that children are significantly more likely to smoke when they grow older if their parents smoke. No matter what the parents’ stance may be on the topic of smoking, the act of smoking is much more powerful. Behavior is what is observed, absorbed, and likely later imitated.

Touch worked with the Cancer society of Finland to create a story that would resonate with both parents and children. We directed and produced a television spot that has helped make viewers more aware of the potential consequences of their actions. It depicts an admiring relationship between a father and son. The son observes and imitates his father’s every action, from drinking coffee in the morning to, ultimately, taking up cigarette smoking despite admonishments to avoid it.

This piece has proven extremely powerful amongst viewers. The Cancer Society of Finland has repeatedly used this work in their anti-smoking campaigns.