Cancer Research have released a new video calling for signatures to a petition that seeks to remove branding from cigarette packaging.
The ad shows a group of 10-year-old children discussing cigarette boxes, to illustrate how young people are affected by the different colours and designs.
The film concludes with the thought: “Unbranding cigarette packs won’t stop everyone from smoking, but it will give millions of kids one less reason to start”.
I can’t comment neutrally, as this was made by my agency, but I found it incredibly impactful. It’s a clever advertising idea, based on solid research that suggests cigarette packaging is attractive to young people.
By using children as the creative vehicle, it enables adults who “know better than to fall for some pretty colours on a cardboard box” to support the campaign, as they can feel they’re acting for kids who they perceive to be more vulnerable to brands than themselves.