The Department of Health has launched its Smokefree campaign to promote the upcoming ban on smoking in public spaces, with naming, strategy and an identity by Start Creative.
Start has been working on the branding for over a year in collaboration with the DoH’s Tobacco Control Programme. It is part of a wider anti-smoking campaign called Hook, which aims to help people break their addiction to cigarettes.
The Smokefree idea and visual identity, both based on the notion of ‘smoking liberation’, were created by Start executive creative director Darren Whittingham. ‘The whole idea is to try and change people’s perceptions of what it means to be smoke-free,’ he says.
Smokefree’s logotype is based on Co Headline font and uses a blue colour palette, with supporting photography showing ‘positive’ images. The consultancy has also designed marketing collateral for the campaign.
A website supporting the overall campaign, www.getunhooked.co.uk, was developed by digital consultancy Reading Room. Interactive television pages were designed by Weapon 7.
A ban on smoking in all enclosed public places will come into force on 1 July.