I'm loving this video by the Victorian Cancer Council - that's Victoria in Australia - where the government has taken the bull by the horns (or the fags by the hot end) in deciding to legislate in favour of plain packaging for cigarettes, in a move to reduce the allure of smoking. The UK government has just finished consulting on the matter and will, in the coming weeks, make a decision as to whether to follow Australia in stripping down packs to a standardised, ubiquitous smudge of dark olive green (the colour of gangrene perhaps?)
You can see why tobacco companies are up in arms and, while I love the title of one of their campaigns, 'Hands off our Packs', the argument that pack branding does not influence their 'new adopter' target audience (mostly teenagers) is laughable - albeit a husky one - when you consider the amount of cash they've pumped into branding and packaging to date.
The recently launched 'Plain Packs Protect' campaign is an elegantly realised counter to the UK pro-glam-pack lobby, using as it does, no-nonsense graphics and design with a no-nonsense writing style to match. It sets out its stall clearly and persuasively and is wonderfully easy to engage with and navigate, with a strong and simple call to action (register your support). A convergence of single-minded messaging, excellent copywriting and visuals, thoughtful architecture and well-considered digital strategy make this, in my opinion, a winning communication package.
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