Cancer Research UK
The Tobacco & Vapes Royal Assent
Cancer Research UK briefed us on a once in a lifetime campaign: to celebrate the passing into law of the Smoking & Vapes Bill. A world-leading law that makes it illegal to sell tobacco products to anyone born after 2008. We were tasked to create a fully-fledged campaign addressing the themes of addiction and generational impact, one that could go live as soon as the (ever moving date) bill went through Royal Assent and passed into law.
This Law was going to have a universal effect on the people of Britain, and we wanted to reflect this in the campaign. We needed a campaign that brought together people from all walks of life, and that created space for them to share their experiences and their hope for the future. Putting human faces to the new law.
The response… The Cancer Research UK Café, the ultimate Great British leveller, a traditional café – a space widely regarded as being open to all and friendly to everyone, a place they could come and feel safe to share their very emotional stories.
Results
To Follow
Across a two day shoot, we welcomed with those who’d lost loved ones to smoking-related cancers, those who’d suffered from addiction and cancer themselves, and those who’d campaigned tirelessly for the new law. Including those from Cancer Research UK.
Across more than 50 pieces of content, the tone was optimistic, emotional, but overall authentic: including a hero social first film, thematic edits focusing on addiction and generational impact, vox pops with people on the street, and contextual statics showcasing stats and facts around the bill.
All ready to go live when the King signed the bill into law on 29th April 2026.
Role: Creative Director
Agency: eight&four
Group Client Partner Director: Sophie Hodges
Senior Producer: Georgie Darko
Video Director: Henry Scriven
Editorial Director: Sarah Heavens
DIT / Lead Editor: Michael Dawson
Social Partner: Rebecca Bradley
Senior Content Editor: Kate Higginson
BTS / Vox pops: Anne-Sarah Huet
Photographer: Ricky Darko
DOP: David Cawley
1st AC / Focus Puller: Alex Agopian
2nd AC: Clara Moreria
Gaffer: Will Churchill
1st Spark: Jack Foley
Sound: Oliver Beard
HMUA: Rashida Blair
