ICE creates anti-smoking campaign
A campaign for health charity The Deborah Hutton campaign which looks to discourage young people from smoking has been devised by social marketing agency ICE.
The Wirral, Bristol and London-based-agency’s creative team has worked alongside senior health experts from the Department of Health, education specialists and the film industry to develop an umbrella brand identity for The Deborah Hutton Campaign.
A youth friendly complementary campaign identity for Cut Films – a film-making competition which looks to encourage young people to make their own movies highlighting the dangers of smoking to be shared on social networking sites – has also been developed.
The competition is being piloted around schools in London, Suffolk, Leicester and Liverpool and will be evaluated before possibly rolling out nationally early next year.
An interactive website for the Cut Films campaign has also been built by the agency to allow the films to be uploaded and sent straight out to Facebook, YouTube and Twitter.
ICE will work on the launch phase of the campaign pro bono, offering its branding, design, digital and marketing services to The Deborah Hutton Campaign.
Jayne Hampson, senior social marketing practitioner for ICE, explained: “We’re thrilled to be able to partner with The Deborah Hutton Campaign, to engage with young people on what is one of the most challenging public health issues in our country today.
“The rapid growth of social networking sites illustrates how young people’s interest in interactive technologies has never been higher, and this is an ideal opportunity to harness this trend for social good. By using networking sites that are already regularly used by our target audience, we will be able to deliver positive health messages that come directly from young people, for young people – and with a significant impact.”