Manchester-based True North has created a new brand identity and ad campaign for Greater Manchester’s stop smoking programme.
Created on behalf of Greater Manchester Health and Social Care Partnership, the Make Smoking History programme launches today with an advertising campaign to inspire smokers to quit.
The ‘Never Quit Quitting’ campaign aims to praise and encourage the determination of smokers in their attempts to quit smoking.
The Make Smoking History programme offers free access to quitting apps, local advisors, aids and information, and is delivered in partnership between NHS in Greater Manchester and Greater Manchester Combined Authorities.
True North’s brand strategy for Make Smoking History, aims to position the brand as a personal coach rather than a public service.
The brand’s direct tone of voice is intended to encourage effort, educate, and offer tailored support for smokers wanting to quit the habit.
The brand identity takes cues from sports brands in its use of messaging, type and vibrant colour, and the marque features a strikethrough to echo ‘no smoking’ signs.
Steve Royle, Creative Director at True North, said: “We’ve partnered with Doodledo Motion to create adverts that aim to be very true to Greater Manchester, featuring a range of locations and the diversity and determination of its people. It’s direct and powerful in conveying the message. Quitting isn’t easy, but every quitter wins eventually.”
Samantha Neville, Communications & Engagement Manager, Greater Manchester Combined Authorities, added: “True North immediately understood the brief and challenges and really immersed themselves in the insight to develop a well-articulated strategy and brand proposition, going above and beyond to share insight and research with wider stakeholders. The creative solution and campaign production were to a very high standard. They’re a very hands-on team, great to work with and very engaged throughout the whole project.”
From August 16th, the advertising campaign will run across radio, TV, social and outdoor and will feature a diverse range of people in locations across Greater Manchester.
