Cancer Research UK: The answer is plain

Emily Harlock, Craig Mawdsley, Lilian Sor and Carolan Davidge

This case study explains how Cancer Research UK, a charity, used an online film and advertising to increase the impact of its government lobbying activities.

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,...

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