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  • Smokefree South West

Wise up to Roll-ups

Client: Smokefree South West


The Challenge


Bray Leino were tasked by Smokefree South West to launch a major campaign targeting the 33% of hand-rolling-tobacco (HRT) smokers in the South West, the highest percentage in the country.


The Solution


Bray Leino created an integrated behaviour change campaign ‘Wise-Up to Roll-Ups’ across the South West, including TV, radio, outdoor, a press campaign and a support website. We utilised proximity media including washroom panels, beer mats in pubs and bars, sandwich bags and coffee cups, waiting-room posters and leaflets in doctors’ surgeries and clinics.


The outdoor and proximity campaign features a series of posters designed to look like hand-rolling tobacco pouches, but with the brand name replaced with an attention grabbing word such as ‘Stroke’, ‘Infertility’ or ‘Amputation’ highlighting the real health risks that roll-up smokers are taking.


Support for HRT smokers was a crucial element of the campaign and we devised the ‘Wise-Up Pouch’ which contained hard facts about the dangers of hand-rolling tobacco and tools to aid smokers to be able to quit.


The Results  


Smokefree South West has already fulfilled around 5,000 Wise-Up Pouches across the South West and demand has been so high, that we have already had to reprint more pouches.


The campaign, which has been backed by Cancer Research UK and the Faculty of Public Health, has been an incredible success.


Professor Lindsey Davies, President of the Faculty of Public Health said: “This is a ground-breaking campaign highlighting the dangers that hand rolling tobacco can cause. We fully endorse this campaign. Rolling your own

presents as many risks as do normal cigarettes.”



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