Cancer Research
Strategy Director,
Abbot Mead Vickers


A stunt and piece of content to help generate 100K signatures to introduce a tobacco levy in the UK.

Public health budgets have been cut by £200M, one of the areas that will be mostly affected is the Stop Smoking services. Only a Tobacco levy could help these services continue saving lives. CRUK asked us to help them generate awareness of the problem and get signatures for the Tobacco Levy petition to go through.

In order to make these cuts a reality we decided to create a hard hitting stunt. We invited smokers and their families to a stop smoking advice clinic and gave them an impossible choice. The result is a very difficult watch, that nonetheless helped generate 60K more signatures for CRUK than the original target. 

​This project had no media or production budgets and was entirely created and distributed pro-bono.