Cancer Research UK: The answer is plain
Principal authors: Lilian Sor, Emily Harlock and Craig Mawdsley, AMV BBDO; Carolan Davidge, Cancer Research UK
Summary
The efforts to introduce standardised packaging of tobacco products in the UK have been a battle against the vested interests of the tobacco companies.
We used communication to amplify ongoing lobbying, rallying both smokers and non-smokers behind the proposal, with our insight that the one thing everyone could agree on was that they didn't want any child to start smoking.
We created a short film to establish how attractive cigarette pack design was to children,...