More than one million people living in Ireland have now successfully quit smoking, meaning that there are now more ex-smokers than smokers in Ireland. So this campaign is a celebration of quitting; depicting some people at the moment of giving up, others are in a realisation of the effect smoking has had on their life. But all are defiant in the face of cigarettes and the harm they do, as they lip-sync to Gloria Gaynor’s powerful anthem. The campaign proved so effective that it travelled thousands of miles to New York State, where the Department of Health ran it too.
