Finalist
Campaign for plain, standard packaging of cigarettes
Summary of work
Cancer Research UK has been campaigning for plain, standard packs for cigarettes because our research tells us it is an important way to protect young people from the harms caused by tobacco. Smoking remains the largest preventable cause of cancer, causing one in four deaths from cancer and up to eight out of 10 cases of lung cancer. Overall, 100,000 deaths are caused by tobacco each year in the UK.i The UK has made a lot of progress,ii but one in five adults still smokeiii and 207,000 11-15 year olds become smokers each year.
References:
i. http://info.cancerresearchuk.org/healthyliving/smokingandtobacco/howdoweknow/
ii. Goddard E. (2008). General Household Survey 2006: Smoking and drinking among adults 2006. Office for National Statistics, Newport.
iii. Statistics on Smoking: England (2011). Health and Social Care Information Centre, Leeds.
Judges’ comments
This really impressive, innovative and ambitious campaign demonstrated wonderful vision and they more than reached their engagement objectives through a very creative use of online opportunities. This campaign had a strong cut-through, in terms of public awareness, generating a large amount of interest and support.
