Plain Packs Protect – the first campaign of its kind in the northern hemisphere
Author(s)
Kate Knight and Melissa Cullum
Presenter(s)
Kate Knight Head of Social Marketing & Communications, Smokefree South West, Bristol
Fiona Andrew Director, Smokefree South West, Bristol
Abstract
An internal Philip Morris presentation said: “Our final communication vehicle with our smokers is the pack itself. In the absence of any other marketing messages, our packaging is the sole communicator of our brand essence. Put another way: When you don’t have anything else, our packaging is our marketing.”
Every year, another 340,000 children in the UK are tempted to try smoking. Research has indicated they are more likely to be lured by designed tobacco packs with shiny holograms and pretty pastel colours, than by plain packs.
Yet South West research showed that there was still a lack of public awareness of the packaging tactics used by Big Tobacco, and the simple solution available to better protect our children.
This is why Smokefree South West launched the Plain Packs Protect campaign in partnership with ASH, FRESH, Tobacco Free Futures and a host of leading health bodies and charities, to follow Australia’s lead in making tobacco packs look plain.
Find out about the initial insight research and challenges encountered, from getting the campaign off the ground to the response from Big Tobacco, in leading the first public health initiative of its kind in the Northern Hemisphere.
