ABOUT

Concept
When Britain passed the Tobacco and Vapes Bill, creating one of the world's first smoke-free generations, it marked one of the boldest public health steps in its history. Behind it were years of tireless campaigning by Cancer Research UK. Our brief was to celebrate this historic moment and honour the real people who made it happen. Rather than frame the law as restriction or bureaucracy, we reframed it as achievement: history in the making, and proof that Britain leads when it acts boldly.

Execution
We placed real campaigners, families and people affected by cancer at the heart of the film, inviting the nation to feel shared ownership and pride. Filmed over two days in the Cancer Research UK Cafe, an open, welcoming setting. The campaign was led by authentic voices, combining a polished hero film with lo-fi, social-first vertical content. It ran across organic and paid social, earned media and owned channels.

Results
The campaign delivered both scale and emotional engagement: over 1.51 million impressions and 1.16 million people reached on Meta, with 183,000+ ThruPlays. Human-led Vox Pop content was the standout performer, drawing nearly 310K impressions on just £828 of spend. On LinkedIn, the work reached professional audiences with 171K+ impressions and 723 clicks. It proved the power of people-first storytelling to make a complex policy victory feel personal, historic and shared.