Cancer Research gives two fingers to Big Tobacco with #SmokeThis selfie campaign

Cancer Research UK is calling on its social media followers to show two fingers to the tobacco industry with its #SmokeThis selfie campaign.

Cancer Research: #SmokeThis campaign gives two fingers to tobacco
Cancer Research: #SmokeThis campaign gives two fingers to tobacco

The idea is that users take a shot of themselves with two fingers up, both in rude defiance and in imitation of a smoker.

This is Cancer Research’s first public attack on the tobacco industry, with previous campaigns focusing on getting smokers to quit, or on pressuring the Government.

The campaign was created by agency Livity and backed by celebrities including: Olympics gold medallist boxer Nicola Adams; YouTube stars Suli Breaks and Emma Blackery; Red Bull mountain biker Matt Jones and rapper Wretch.

The young stars appear in a video, hosted on SBTV’s YouTube channel, outlining the reasons why young people should "think about" ethical issues with the tobacco industry.

The aim is to get at least 100,000 young people uploading selfies for the campaign across social media campaign.

According to Cancer Research, the tobacco industry needs to recruit 100,000 new smokers each year to replace the ones that die from smoking-related illnesses.

Abigail Brown, head of health marketing, at Cancer Research UK, noted this was the charity’s first attempt to "denormalise" the tobacco industry.

She said: "We hope the campaign is a catalyst for a strong sense of collective empowerment amongst our young people in the face of a corporate juggernaut."



Read next

The key 2015 trends that marketers can act on right now



When content turns to discontent

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content