Tobacco Control: a new approach to an old problem

Kate Waters, Andy Nairn and Pete Kemp

This paper tells how the Department of Health has taken a novel approach to one of society’s oldest ills.

Tobacco Control: a new approach to an old problem

Principal Authors: Kate Waters – Partners Andrews Aldridge; Andy Nairn – MCBD; Pete Kemp – MEC

Contributing Authors: Ben Armistead – MCBD; Jonathan Buck and Pau Torres – Fuel; Andrew Black and Glenn Granger – Department of Health

EDITOR'S SUMMARY

The scale of the task facing the agencies behind this paper was huge-tackle one of society's oldest ills among a ‘routine and manual’ audience that are the most entrenched and addicted smokers. This paper demonstrates a strength of solution to this task that impressed the judges enormously. A two-pronged strategy was...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands