Cancer Research UK has evidence showing cigarette branding is responsible for attracting thousands of children into smoking every year. We needed to persuade the government to make plain packaging compulsory.So we asked schoolchildren what they thought of cigarette packs. The answers they gave were completely unsolicited. The resulting film showed just how powerful cigarette branding is.

- COG's (monthly direct debits) increased by over 70% - Spontaneous online donations doubled- Over £5.5m pounds raised - Positive shift in attitudes towards brand and increased consideration- Notable uplift in hope of finding a cure for cancer and belief in the work CRUK does