Cancer Research UK: The answer is plain
Principal author: Craig Mawdsley, AMV BBDOContributing authors: Carolan Davidge, British Heart Foundation (formerly Cancer Research UK); Emily Harlock and Lilian Sor, AMV BBDO
Summary
The efforts to introduce standardized packaging of tobacco products in the UK have been a 7 year battle against the vested interests of the tobacco companies.
We used communication to rally smokers and non-smokers behind the proposal, as 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 that cigarette pack design...