British National Health Service (NHS) Anti-smoking campaign

YouTube Link- https://www.youtube.com/watch?v=ftkYPpD4K8M

NHS Quit Smoking campaign

The shock tactic used in the "Jungle Book - NHS" campaign is that parents and adults are role models for children and that parents should try to set a good example; by not smoking.

The moral here is that children are more likely to smoke if their parents already do - so people should essentially just quit smoking.

The use of the lyrics from the "Jungle Book" movie ("I wanna be like you") is another hint at the fact that children try to be like their parents, from a young age - which is why parents need to be careful about how they act in front of their kids, as well as what they do in front of their kids.

The narrator at the end sounds friendly, down to Earth as well as quite straight-forward with what she is explaining; this is most likely to keep the narrative upbeat and not make the commercial too shocking. The use of the "Jungle Book" theme as well as the child-friendly contents means that this also appeals to children as they will most likely understand the concept here.