The Smoke-free Coalition:
a winning brand

Challenge. To create a name and identity to unite 44 organisations campaigning for new smoke-free legislation – and to inspire decision-makers and members of the public to rally in support.

Solution. With a snappy name – avoiding any criticism of smokers or hint of a nanny state – and a strapline focussing on the health issues, the whole identity was positive and strong. Presentations to coalition stakeholders, and the production of a simple style guide ensured the campaign identity met everyone’s needs and was faithfully applied.

Results. Used throughout the campaign, the identity was prominently displayed in Parliament on the day the legislation was voted in.

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