Cancer Research UK: The answer is plain

This case study describes how the charity Cancer Research UK campaigned to bring forward standardised cigarette packaging to help prevent children from taking up smoking.

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...

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