the project:
No Smoking Day is one of the UK’s biggest annual health awareness events. Working with B&W Studio, we wrote the BHF’s campaign materials for No Smoking Day 2014 – campaign posters and handbook, promotional kits, and leaflets.
V for Victory was the military-style theme and the campaign was built around a bold visual, nodding to military posters by using an underlined ‘V’. We complemented this with a punchy, commanding tone of voice that combined a serious sense of mission with a motivational touch of fun. It made a big difference! 20% of all UK smokers aware of the campaign attempted to quit.
