Public Health England (PHE): Rot Roll-up

Credits & Description:

Agency: Dare
Brand: Public Health England
Advertising Agency: Dare
Production Company: N/a
Executive Creative Director(s): N/a
Creative Director: Brian Cooper
Creatives: Andrew Edelston, Pippa Harrigan
Designer(s): Keith Moody
Typographer(s): Tom Kavanagh
Photographer(s): Nick Georghiou
Illustrator(s): N/a
Producer(s): Dana Rudelier
Description (in 100 Words Or Fewer): The Objective Was To Prompt Quit Attempts Amongst All Smokers, But Particularly Those Using Rolling Tobacco. These Smokers Know That Smoking Is Bad For Them, But Theyre Adept At Finding Ways To Wriggle' Out Of Unpleasant Truths: Theyll Give Up One Day? Theyre Not Doing Any Damage Because They Cant See Any Evidence Of It? Roll Ups Are ‘healthier’ So Its Fine.
The Only Way To Cut Through To This Audience Was By Creating Something So Visceral That They Couldnt Ignore It.