The films, created by Abbott Mead Vickers BBDO, open on images of three children appearing to smoke cigarettes in Indonesia, China and Bogota. They were released online yesterday.
In them, the voiceover details what Cancer Research sees as the tobacco industry’s attempt to recruit young smokers in these countries. It tells viewers that in Indonesia, cigarette companies have sponsored and advertised at events attended by children, and in China they have sponsored primary schools and displayed logos on children’s uniforms.
The camera then pulls away to reveal that the children in the film are in fact in the UK.
The voiceover says: "In the UK, branded cigarette packs are the most impactful way tobacco companies have to influence children. They’re fighting so hard against standard packs, and that’s why we should fight hard for it to happen, now."
The online films, which are 40 seconds and 60 seconds long, aim to raise awareness of the cancer charity’s demand that standard packaging be legislated. The campaign hopes to convince MPs that the measure has public support.
These films will be supported with a full-page press ad. Cancer Research UK’s in-house team will promote the videos on social media and PR activity will drive further awareness through case studies and celebrity support.
Mark Fairbanks was the copywriter for the films and the art director was Thiago de Moraes. Rob Chiu directed the films through HSI.
For the press ads, the copywriter was Nic Hulley. They were art directed by Nadja Lossgott.