HSE ‘Quit’ campaign.
The Insight
Smoking is all about ritual.
The one you have with a cup of coffee.
The one you have just before you meet someone.
The one you have just after sex.
We want to acknowledge that ritualistic behaviour. Embrace it. And use it to help people quit. Because that ritual doesn't only harm you, it harms the people you love as well.
So I’m going to turn the last cigarette you ever have into something to celebrate.
















Television
Script
We open with a wide shot of a bustling primary school.
The school bell rings, and kids rush inside, their laughter filling the air. Close-up of Elliot, a young girl, sitting quietly at her desk. Her eyes nervously dart around the room.
Her classmates laugh, talk, and share smiles with each other—everyone except her.
A paper airplane flies past Elliot’s face, barely missing her. We hear muffled laughter.
One child pinches his nose, waving his hand in front of his face. The sound fades, muffled, as push in on Elliott. Her face is blank, lost in the isolation.
Elliot enters the crowded cafeteria, scanning for a place to sit.
Groups of kids turn away as she walks by. Some cover their noses, whispering.
Child 1: (whispering) “the bang off Elliot ”
Child 2: (mockingly) "Stay away from us, Smelliot!" Elliot sits alone, picking at her lunch, tears welling up in her eyes.
Elliot’s dad stands outside the school, he is on the phone to someone and is visibly stressed.
He starts to smoke a cigarette. He sees Elliott approaching, quickly drops the cigarette, and stomps it out. He forces a smile.
Dad: "How was today, kiddo?"
Elliot: (forcing a smile) "It was… okay."
The dad’s smile fades, knowing she’s hiding something.
Dad: "That’s my girl. Tomorrow’s a new day."
He pulls her into a hug. Elliot cringes slightly as the smell of smoke clings to his clothes. A single tear forms as she squeezes her eyes shut, as they walk away together, Elliott pulls a bit of her jumper up to her nose to smell it and grimaces.
Her father notices this as they’re passing a rubbish bin, pauses and tosses his pack of cigarettes in. “That’s it, Elliot, last one” Elliott smiles as her and her father walk away.
ANNCR: Whenever and wherever it happens, your last cigarette will be the best you ever have.
END: The Last Cigarette. Start your first 28 days at Quit.ie




