Illegal Tobacco Campaign
Tackling the sale and use of illegal tobacco in Wales required more than just information – it needed a campaign that could spark recognition, encourage action and be easily shared across communities. Freshwater was brought on board to create a distinctive brand and deliver a campaign that would cut through the noise and inspire the public to play an active role in reporting the issue.
Brief
Freshwater was appointed by the Welsh Government to develop and implement a high-impact, multi-channel campaign to raise awareness of illegal tobacco across Wales. The campaign needed to increase public understanding of the serious harms associated with illegal tobacco and encourage individuals to report those involved in its sale.
Challenge
The key challenge was to create a brand and message that would not only raise awareness but also motivate behavioural change. To do this, the campaign needed to feel personal and relevant to the audience, while standing out in a busy media environment. It also had to work equally well in both English and Welsh, maintaining emotional resonance and clarity in each language.
We needed to engage a wide demographic across Wales, from city centres to rural communities, and deliver a message that would be instantly recognisable, emotionally engaging and easy to act upon.
Results
Freshwater developed a bold and relatable brand with the strapline:
“If you see it, REPORT it. No Ifs. No Butts.”
This line played on familiar tobacco-related language to make the message memorable and direct. Working closely with the Welsh Government’s Welsh language officer, we also developed a Welsh version that retained the campaign’s emotional and linguistic impact.
The campaign was rolled out through a wide range of online and offline channels to maximise visibility and reach, including:
- Digital advertising via Facebook, YouTube, and the Google Display Network
- Targeted radio ads across Welsh stations
- High-footfall placements in washrooms and train stations
- A dedicated campaign website with information and reporting tools
To support stakeholder engagement and local-level amplification, we also created a comprehensive branded partner toolkit, which included:
- Social media graphics and suggested posts
- Posters and digital display assets
- Email banners and printable leaflets
- Guidance notes for campaign use and messaging consistency
These resources were distributed to local authorities, police forces, further and higher education institutions and other key partners, helping to extend the campaign’s reach and ensure a consistent message across Wales.