Creative Concern

Communications for a sustainable future

We worked with Tobacco Free Futures to help make smoking history for children.

Tobacco Free Futures

Alarming public health figures reveal that more than 18,000 children in the north west are known to try smoking each year. That’s around 50 children a day. There is also a body of evidence to support the fact that glitzy tobacco packaging encourages young people and children to smoke.

Working with Tobacco Free Futures, a social enterprise that campaigns to make smoking history for children, we designed a campaign brand and marketing collateral as well as devising the PR for the campaign and carrying out public affairs.

The campaign mailing pack for MPs included a cigarette box containing a folded campaign leaflet, along with a ‘fake’ paper cigarette with the lead campaign slogan. We also produced a film and suite of images for social media and online use.

The campaign encouraged MPs to support the implementation of standardised tobacco packaging in England ahead of a vote in Parliament. On 11 March 2015 a clear majority of MPs voted in favour of the regulations: 367 in support and just 113 against. The regulations were approved by the House of Lords on 16 March and took effect in May 2016.