SMOKEFREE by Radley Yeldar for Department Of Health

SMOKEFREE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency Radley Yeldar
Creative Director Robert Riche
Copywriter Robert Mighall
Designer Heather Briggs, Ian Lanksbury, Janet Edwards
Released March 2010

Credits & Description

Category: Charities & Not For Profit
Advertiser: DEPARTMENT OF HEALTH
Product/Service: CHARITY
Agency: RADLEY YELDAR
Date of First Appearance: Mar 1 2010
Entrant Company: RADLEY YELDAR, London, UNITED KINGDOM
Client Director: Lavinia Phipson (Radley Yeldar)
Creative Director: Robert Riche (Radley Yeldar)
Copywriter: Robert Mighall (Radley Yeldar)
Designer: Ian Lanksbury (Radley Yeldar)
Designer: Janet Edwards (Radley Yeldar)
Designer: Heather Briggs (Radley Yeldar)
Media placement: Strategy (Smokefree Guide) - Local NHS stop smoking services - 1 March 2010
Media placement: Guidelines (Relapse Leaflet) - Local NHS stop smoking services - 1 March 2010
Media placement: Promotional material (Go it alone Leaflet) - Local NHS stop smoking services - 1 March 2010
Media placement: Print (Calendar/Quit Plan) - Local NHS stop smoking services - 1 March 2010

Describe the brief from the client
To review and evolve the Smokefree brand and create new guidelines (without changing the logo).

Describe the challenges and key objectives
There were three key challenges: Smokefree was originally associated with the legislation on smoking in enclosed public places, emphasising prohibition rather than motivation; the
existing creative is seen as too middle class for the priority audience, Routine & Manual workers (R&M); adoption of guidelines was uneven, so there was a need to inspire and convince both internal and external audiences.

The objective: To motivate smokers (specifically R&M) to adopt NHS Stop Smoking Services.

The core target audience were R&M smokers, but it was important not to alienate other people who want to stop smoking.

Describe how you arrived at the final design
After auditing communications materials and research reports, we identified key
needs and opportunities. We recommended phasing out sub-brands, and raising the status of the brand to turn it into more of a destination brand, and to provide consistent signposting through the quitting journey. The creative direction of the brand had 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 and tone of voice: real people in real life situations using real language. The creative now connects with people, telling stories with which they can identify.

Give some indication of how successful the outcome was in the market
Ryan Adams, Smokefree Planning and Insight Team, comments: “The team at Radley Yeldar have demonstrated clear strategic thinking in a complex topic area, providing actionable recommendations and solutions, verified by audience research. Their approach has been flexible enough to respond rapidly to changes, yet directive enough to keep things running on schedule. Their work has generated a great deal of excitement from the wider team here, and we are all very much looking forward to the launch of our refreshed Smokefree brand.”

Since launching the refreshed brand we’ve been commissioned to design and develop 5 core live applications. This work is underway and due to go live in the local stop smoking services in April 2011.