Benetton man to create anti-smoking ads
Olivero Toscani, the controversial photographer behind Benetton's advertising campaigns, has been hired by the World Health Organisation in its effort to combat smoking.
Mr Toscani will create hard-hitting advertisements for the organisation, which is campaigning for a worldwide ban on tobacco promotion.
As the former creative director of Benetton, Mr Toscani developed a reputation for his ability to shock. His campaigns for the fashion retailer used controversial images such as depictions of Christ's crucifixion and photographs real prisoners on death row in the US.
"We are having ongoing discussions with Mr Toscani about doing something together and he's created a poster for our latest campaign," said a WHO spokeswoman.
Mr Toscani has already created a WHO poster, which uses a graphic illustration of the effects of smoking on the human body.
The WHO is likely to enlist his help in its upcoming campaign against the promotion of tobacco at sporting events.
The body is planning a series of public service announcements to coincide with the World Cup next month after reaching agreement with Fifa, football's world governing body, to ban all tobacco promotion during the event.
The Department of Health is also using WHO ads for a nationwide anti-smoking campaign.
The government recently agreed to back a private member's bill that will ban all tobacco advertising and sponsorship.
A worldwide ban on tobacco promotion, however, looks less likely.
The WHO is currently debating a framework convention on tobacco control, which would restrict the marketing of tobacco products to young people.