New anti-smoking campaign targets South West rolling tobacco users
Smokefree South West has become the first organisation to launch a campaign specifically targeting smokers that use rolling tobacco.
The new campaign, created by Bray Leino, entitled “Wise-up to Roll-ups” will aim to dispel myths that have built up around rolling tobacco and help smokers be more aware of its risks and help them to quit smoking.
“The objective of the campaign is to debunk the myth that smoking hand-rolled tobacco is better for you than ordinary cigarettes,” explained Bray Leino creative director, Jack Kramer.
“The TV commercial shows a guy who we assume is an ex cigarette manufacturer, confessing to putting all the nasty chemicals into cigarettes. We later realise he’s talking about when he smoked roll-ups. “
The campaigns posters, designed to look like tobacco pouches, feature a striking word in the place of a brand name that denotes the possible result of smoking roll-ups.
Research conducted by Smokefree South West shows that hand-rolled tobacco users are immune to traditional smoking campaigns, despite the fact that the levels of nicotine and cancer-causing chemicals inhaled from roll-ups is usually higher than those from standard cigarettes.
The South West has the UK’s highest proportion of rolling tobacco users, with 33% of smokers using roll-ups, with the national numbers having risen to 35% in the last two years.
Wise-up to Roll-ups will feature a microsite to act as an information resource for the public, a roll up pack with information that will be sent to smokers who request it and information placed in GP surgeries.
The campaign will also have a presence on TV, Radio, Digital Display Banners, postcards, coffee cup sleeves, sandwich bags and beermats.
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Interesting campaign, but as a smoker, neither manufactured or roll-up cigarettes have the edge on which is 'better' or 'worse' for you. You smoke what you smoke because you choose to. They're both going to kill you in the end.
Britain, on the whole, should be taking a leaf out of Thailand's book. Non-branded cigarette counters, hidden from view throughout ALL stores. And truly horrific images on packets. Both of these really give me an urge to consider quitting for good. But then I returned to the UK.
Our softly, softly approach isn't going to work. We need to grow some and employ shock tactics. It's the only way to beat the age-old relationship smokers have with cigarettes.
And what a beautiful relationship it is. You only have to look at series' such a Mad Men to truly understand the foundations advertising did in the '60s to grow cigarette brands and cement them in the lifestyles of generations.
The video in the 'Up Next' link in Youtube at the end of the vid is weirdly amazing.. The Art of Rolling, brought to us by the Roll Your Own magazine..
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I like 'em. It's like what Abbott did with the economist, the mast-head was the perfect scale for a 48 sheet. Same with a tobacco packet. Nice.
"Wise-up to roll-ups" ..well that's a hard hitting line. This is very much a case of same old same old. A bit boring.
The strapline isn't great, but the artwork is impressive.
In my experience the thinking behind this advert is true - that many smokers see roll-ups as the 'diet-coke' of the cigarette world. It will be interesting to see if this campaign can make a difference; roll-up users tend to be the "hardcore" smokers and may take some convincing.
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