December 8, 2013
Cancer Research UK – the world's largest independent cancer research charity – knew that tobacco packaging is a form of marketing that attracts young people. Evidence from research showed that plain, standardised packaging helps make tobacco less appealing to young people, helping to prevent them from starting smoking.
As part of Cancer Research UK’s campaign for standardised packaging for all tobacco products, AMV created a shocking new film ‘The World Back Home’ aimed at reigniting national awareness, demonstrating the mass public support and putting pressure on the Government to introduce standard packs as soon as possible in the UK.
The national and regional press and PR teams and social media team needed to secure media coverage, shares and views around the launch of the film video in order to create a buzz around the charity’s standardised packaging lobbying. The campaign was targeted at encouraging both smokers and non-smokers among the general public to support and was about protecting children and not about stigmatising or attacking smokers.
The national and regional PR teams used various tactics to gain as much attention as possible for the campaign:
Read about the campaigns Melissa has worked on to help for-purpose organisations meet their PR & communications goals.
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