Awareness of the Roy Castle Foundation is incredibly low. This is especially true of under-20s, who do not remember Roy Castle from his TV appearances. We were tasked with raising awareness of The Roy Castle Foundation to the wider public, ultimately raising awareness of the fact that passive smoking kills.

To dramatise the point that passive smoking is deadly, we wanted to show that the lit end of a cigarette can do as much harm as the end you smoke.Visually we created a double barrelled shotgun out of two lit cigarettes.

A highly impactful visual metaphor that was used through-out the foundation’s communication and helped to raise awareness of both the foundation and the cause.