Winner
Standardised packaging of tobacco products
Summary of work
Cancer Research UK (CRUK) and Action on Smoking & Health (ASH) have been campaigning for the introduction of plain, standardised packaging since April 2012, working within the Smokefree Action Coalition (SFAC) – a partnership of more than 250 health and well-being organisations.
The goal was clear: to see standardised packaging agreed in this parliament. Two-thirds of smokers start by the age of 18 – the beginning of an addiction that kills half of all long-term users. Evidence consistently shows that by reducing the appeal of cigarettes, standardised packaging of tobacco products will protect children from a deadly addiction and save lives.
Built on a platform of peer-reviewed evidence and strong relationships with parliamentarians across the benches of both Houses, the campaign demonstrates the very best that can be achieved through collaboration of organisations’ respective strengths.
Policy development, parliamentary engagement and public activation have all been used to create a holistic communications campaign. In March 2015 the work undertaken in the judging period resulted in a ‘yes’ vote in the House of Commons, with standardised packaging to be introduced across the UK in May 2016.
Judges’ comments
In a year of high quality entries, this hard hitting campaign stands out for the clarity of vision. In harnessing public support as well as evidence to secure a government U-turn, it will have a clear impact on health for years to come. Its breadth, depth and tenacity, paired with innovative shock tactic designs are simply amazing.
