Cancer Research UK: The Answer is Plain

Abbott Mead Vickers BBDO London

Advertiser: Cancer Research UK
Brand: Cancer Research UK
Country: United Kingdom


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 category; we aimed to build public support for 'plain' cigarette packaging.

Most specifically, we sought to create pressure on the UK government to table legislation that would standardise all packaging on cigarettes, removing distinctive graphics, colours and typefaces, although retaining the brand name and other product information.