Smokefree ads aim to bust roll-up health 'myth'
Smokefree South West has launched a new advertising campaign to "challenge the myth" that hand rolling tobacco is better for you than cigarettes.
The organisation, which is funded by 14 Primary Care Trusts, is encouraging the 300,000 people that it estimates smoke roll-ups in the region to kick the habit.
The myth-busting campaign, dubbed 'Wise-up to Roll-ups' has been created by Bray Leino and will run across TV, radio and outdoor.
The outdoor campaign features a series of 48 and 6-sheet posters designed to look like hand-rolling tobacco pouches but with the brand name replaced by words such as 'Stroke' to highlight health risks.
The same creative has been used for a series of washroom panels in pubs, clubs and bars across the region as well as on beer mats, sandwich bags and coffee cups.
Backed by Cancer Research UK and the Faculty for Public Health, posters and leaflets will also be placed in GP surgeries across the South West.
Bray Leino has also created a campaign microsite - wiseupandquit.co.uk - where people can find out more about the dangers.
James Robertson, strategy director at Bray Leino, said: “We’ve relished the opportunity to work on such an emotive campaign, where the advertising has to work really hard to challenge perceptions and shift behaviour.
"The end result is a suite of work that we think is really powerful in getting the message across and we hope it will resonate with the target audience.”