Campaigns
Tens of millions of pounds are spend globally on promoting tobacco products that kills one in two long term users. They are promoted and packaged as glamorous, desirable and normal. It is known that children's attitudes to smoking are shaped by this.
That is why media and communications to raise awareness of the harm of tobacco are a crucial part of any tobacco control programme, as confirmed by the World Health Organisation. The aims are to discourage young people from starting in the first place and to help encourage people who already smoke of the benefits and various ways they can quit.
The best way to shift social norms around tobacco is to deliver messages that are factual, reach as many members of the audience as possible and in a way that is relevant to people's own experiences and lives. And as well as having had the biggest drops in smoking in the North East of any English region since 2005, support for tackling smoking is also higher than anywhere else.
Fresh has worked on a range of successful media campaign producing thought-provoking messages to communicate the dangers of legal and illegal tobacco use, the risks of secondhand smoke, the tobacco industry's marketing ploys and help for smokers to quit successfully.
In 2010-11, Fresh PR campaigns achieved 129m Opportunities to See/ Hear and £3m in PR value.
Here you can find out about recent Fresh campaigns and download resources.