The consultancy was appointed in December following a pitch within the Central Office of Information framework. It was briefed to work up a social marketing campaign to form a key element of The North of England Tackling Illicit Tobacco for Better Health Programme.
The scheme is a collaboration between Smokefree North West, Smokefree Yorkshire & the Humber, Fresh Smoke Free North East and other partners, including HM Revenue & Customs and local authority trading standards teams.
The work aims to reduce the prevalence of counterfeit and smuggled tobacco, and, in doing so, to cut levels of smoking.
Steven Johnson, creative director of The Hub, says, ‘There will be some poster executions, but most of the work will be community-based ambient guerrilla campaigns. We’re still finalising a creative route.’
He adds, ‘As well the public-facing work, there’s also a lot of stakeholder work. It’s a very diverse range of stakeholders, so this is where the complexity of the project comes in. It cuts across so many different agendas – predominantly crime and disorder, and health.’
The public-facing work is set to roll out in May.