Cancer Research UK: The Answer is Plain

This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal.

Cancer Research UK: The Answer is Plain

Abbott Mead Vickers BBDO London

Advertiser: Cancer Research UKBrand: Cancer Research UKCountry: United Kingdom

Objectives

Cancer Research UK exists to save lives from cancer. The marketing functions of the organisation split between fundraising and behaviour change to prevent cancer (such as encouraging people to go to their GP earlier so more cancer cases can be diagnosed and treated sooner and therefore more successfully).

Like their successful lobbying for the UK smoking ban in 2007 which prohibited smoking in all public places, this campaign fell into the behaviour change...

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