CRUK  |  #MAKETHEMPAY

Online Protest
Concept | Creative Direction | Art Direction

'#MakeThemPay' - A protest film, charged with anti-establishment sentiment, which encouraged young people all over the UK to stand together and take on the might of the tobacco industry.

A quick look at the thinking behind the campaign. 

A rally cry for young people across the UK to take on a corporate Goliath.

CHALLENGE: 
How can we encourage the UK’s youth to sign a petition for a new levy against the tobacco industry?

RESPONSE: 
Young people feel strongly about social injustice, especially when big corporates are involved. Tapping into their anti-establishment mentality, this piece exposed the ugly truths of the tobacco industry, and emphasised the fact that they're still getting away with it.

‘Make Them Pay’ - a beautifully crafted spoken word piece created in collaboration with spoken word artist Suli Breaks, uses an inspiring David and Goliath dynamic to deliver a message from the next generation to the tobacco industry - ‘Together, we're going to take you down'. 

The piece was promoted via strategic influencer and editorial partnerships, and at every point (including the film's CTA) it encouraged viewers to sign the petition.

RESULT:
2.3m total impressions, over 380k views, an army of young people keen to de-normalise the tobacco industry, and CRUK’s 10k signature target smashed with 16,600 signatures!