'#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.

BACKGROUND:
Cancer Research UK wanted to encourage the UK’s youth to sign a petition supporting a new levy against the tobacco industry.

To create enough motivation for young people to sign-up, conceptual focus was placed on highlighting some of the the uncomfortable truths of the industry. To actually bring the project to life I worked in collaboration with cell animator/illustrator Bimpe Alliu, film director Ed Lilly and, spoken word artist Suli Breaks. 

The result was ‘#MakeThemPay’ - a beautifully crafted spoken word film that used an inspiring David and Goliath dynamic to deliver a message from today’s generation to the tobacco industry - ‘Your days are numbered. However long it takes, we’re going to take you down, and we’re going to make you pay’. The piece ended with a call to action encouraging viewers to sign the petition.

The piece earned 2.3million impressions, over 380k views and CRUK’s 10,000 signature target was smashed with 16,600 signatures.