Cancer Research UK: Setting the standard

This case study describes how Cancer Research UK ran its campaign to standardise cigarette packaging.

Cancer Research UK: Setting the standard

AMV BBDO

Cancer Research UK is committed to preventing and controlling cancer. Much of their activity focuses on fundraising for research, but their marketing initiatives also encompass behaviour change campaigns that could ultimately protect and save lives.

This paper charts the whole story of a Cancer Research UK campaign to mobilise the nation to support standardised cigarette packaging and put pressure on MPs to make it a reality. It chronicles the initial work to introduce standardised packaging for tobacco products and its potency, to the second phase of work that created a sense of...

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