The clocks going back in the UK meant everyone got a bonus hour; time back to use however they wanted. We thought that this might be a good time to remind smokers of how much time back they’d get if they quit smoking.

This campaign for Quit UK took advantage of the clocks being put back to land the message that while everyone got an hour back, quitting smoking would give smokers years back on their life.

The campaign ran across national press and digital outdoor on the day before the clocks were set to go back.

An interactive calculator on the Quit UK site allowed people to input their smoking statistics to work out how many years back they’d get if they quit today.