Cancer Research UK’s Standard Packaging Push

Today, 11 November, Cancer Research UK and AMV BBDO are launching a campaign to raise awareness about the need for the government to legislate standard packaging across all tobacco products, and show key decision makers, including MPs, that the measure has public support.  

The campaign aims to show the lengths that the tobacco industry goes to to recruit smokers around the world, showing that branded packaging is an impactful way to reach new, young smokers in the UK.  It follows on from last year’s hard hitting film which showed the impact of packaging on children.

AMV BBDO has created two films which visualise these tactics and showcase the worrying reality of the impressionability of youngsters.  The films open on shocking images of children “smoking” cigarettes.  A voiceover explains the lengths the tobacco industry goes to to recruit new, young smokers in three different countries.  From what the viewer sees, each child looks as though they are in the country being discussed however a reveal shows that they are, in fact, in the UK.

The campaign will launch on 11 November, with the 60” and 40” films promoted and seeded online.  The films will be supported with a full page press ad highlighting popular support for standard packs.  Cancer Research UK’s in-house team will use social media to create buzz by encouraging people to engage with the film and share it online, and PR will be used to drive further awareness within the consumer media through case studies and celebrity support.

Credits

Project:    Cancer Research UK Standard Packs
Client name & job title:    Carolan Davidge, Director of Communications
Creative Agency:    AMV BBDO
Copywriter:    Mark Fairbanks (Video), Nic Hulley (Press)
Art Director:    Thiago De Moraes (Video), Nadja Lossgott (Press)
Agency Planner:    Craig Mawdsley, Katie Dallas, Lilian Sor
Agency Account Man:    Helen Rae, Emily Atkinson, Lizzie Edwards
TV Producer:    Paul Goodwin
Media Agency:    Mediacom
Media Planner:    Lucy Mitchell
Production Company:    HSI
Director:    Rob Chiu
Production Co. Producer:    Simon Monhemius
Post-production Company:    The Mill
Audio Post-production:    Wave – Dugal MacDiarmid  
Exposure (TV, Youtube etc):    Youtube, national press