Smoke & Mirrors

Vision

Drawing upon USA success, bring to the UK, a pioneering youth advocacy project, identified as one of the most effective ways to tackle smoking and young people (14-18) by exposing negative Tobacco Industry practices (marketing, media and global practices) and supporting them to have a voice in challenging these.

Ideas

Create a peer-to-peer advocacy tool through an inclusive and interactive film competition.

First stop was to educate young people to witness the ‘smoke and mirror’ effect created by the Tobacco Industry via resource packs, a campaign weekend focussing on learning from the experts and celebrity advocates, including Matt and Darren (Max and OB from Hollyoaks). Online and social media were key to reaching this audience.

Victory

• Resource packs delivered to 700 schools/youth groups
• Ian McCartney MP, quoted the Smoke & Mirrors project in his Health Bill speech to Parliament
• 3 winning films produced and premiered to 300 stakeholders
• 82% agreed the films conveyed the negative role of the Tobacco Industry
• Over 12,000 visits to the website and 22,000 viral film views
• 40% of smokers were more likely to consider giving up after viewing the ad

seethroughtheillusion.co.uk