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Our 'get real' rebranding
of NHS Smokefree
helped it to become
more relevant to target
groups and offered
improved support to
smokers trying to kick
the habit.
What did we do?
The challenge
The Smokefree brand was launched to motivate both smokers to adopt
NHS Stop Smoking Services and also the user groups across the
Tobacco Control network to present the key messages consistently
and effectively. Working with the Department of Health, we
identified three key challenges for the development of the
Smokefree brand: 1. Smokefree was originally associated with the
legislation on smoking in enclosed public places and workspaces,
emphasising negative prohibition instead of the positive motivation
that was now needed; 2. DoH had identified Routine & Manual
workers (R&Ms) as a priority audience, but the existing
creative was perceived to be too middle class and unrealistically
aspirational. 3. Adoption of guidelines was uneven, leading to
dilution of the key messages that need to be conveyed. All in all,
there was therefore a need to inspire and convince both internal
and external audiences, from creative agencies to consumers.
The solution
After consulting all materials and market research reports, we
identified some key needs and opportunities. We recommended a)
phasing out sub-brands, b) raising the status of the Smokefree
brand to turn it into more of an institution or a destination brand
(like WeightWatchers), and c) providing consistent signposting
through the quitting journey. The whole creative direction of the
brand had to be re-oriented to be more authentic and relevant for
R&M audiences, so we identified the big idea of 'getting real'
to drive the look and feel, tone of voice, and communications: real
people, in real-life situations using real language. The creative
now connects with people, telling stories with which they can
identify. The market research carried out provided us with the
validation and reassurance that we had shifted the brand in
completely the right direction, an extremely rewarding result. We
have also developed a roll-out plan and engagement programme for
stakeholders, to help buy in and feel ownership of the new brand
(in progress).
Our work
- Visual brand identity
- Advertising
- Promotion communications
- Comprehensive scope for the NHS's most significant public
health campaign