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THE CHALLENGE
The tobacco industry needs to recruit hundreds of thousands of new smokers every year just to replace those who quit or die, and young people are its primary target. Traditional health campaigns struggle here teenagers already know smoking is harmful, so the gap isn't knowledge, it's exposure to manipulation designed not to look like manipulation. The NHS commissioned The SmokeScreen to reach young people in schools across Leicester before that recruitment succeeded.
How do you stop teenagers becoming the tobacco industry's next customers?
THE RESULT
This is one of the few case studies with an independent, published evaluation behind it not just self-reported campaign metrics. Delivered across seven secondary schools in Leicester and evaluated independently by Denis Anthony on behalf of NHS Leicester STOP! Smoking Service:
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7,415 pledges signed (marketing materials cite 7,451 — the evaluation report's figure is the more reliable source)
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93% of non-smokers surveyed signed the "I'm not a Replacement Smoker" pledge
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89% said it reinforced they didn't want to start smoking; 86% said they believed in the message
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77% said it made them less likely to start smoking
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Among smokers, half said the campaign made them want to stop
Rather than another health warning, The SmokeScreen exposed the tobacco industry itself as a hidden, manipulative network targeting young people.
HOW WE GOT THERE
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Visual style: inspired by gangster films (The Godfather, Goodfellas) and gaming culture (GTA), with illustrated "underground network" characters
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Format: printed on newsprint stock for grit and credibility, disrupting the polished look typical of health campaigns
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Action: a pledge card ("I'm not a Replacement Smoker") gave the message a concrete, personal commitment
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Delivery: printed materials plus in-school presentations across Leicester secondary schools
THE IDEA
Rather than more health facts, the strategy reframed the subject entirely: from a personal health risk to a story about manipulation.
The tobacco industry became a hidden, exploitative criminal network with characters (the Lobbyist, the Smuggler, the Executive, the Replacement Smoker) that made the machinery behind smoking visible for the first time, designed to feel like discovery rather than instruction..
THE CHALLENGE
Arch was already a respected creative studio with loyal clients and strong work. But projects were completed and moved on from, rather than turned into stories, proof and future opportunities.
The challenge was to uncover what Arch really stood for and give the business a more confident position in an increasingly competitive market.
How do you help a strong creative studio find the story it wasn't telling?
THE RESULT
"Anoop devised a comprehensive strategy for our design agency which blended strong creative direction, clear objectives and scientific rationale.
The resulting approach gave us a framework which helped us build momentum and drive forward with a new business plan and vision for the future which has lead to clients and growing our team."
Joe Nixon,
Founder & Creative Director, Arch Creative
Arch Creative had the work, reputation and ambition, what it needed was a sharper strategic story to match.
HOW WE GOT THERE
The strategy became a practical growth plan (SOSTAC) and a brand system used across every touchpoint:
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Targeted sectors: Festivals, Public Sector, B2B, Leisure, Healthcare
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Positioning: insight, storytelling and strategic creativity, not just design output
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Brand system: sharper website and case studies, clearer sales stories, a more confident social voice
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Core idea: curious hunters of the truth
THE IDEA
Local agencies were leading with safe design language. More aspirational studios were talking about insight, behaviour and change and Arch had the ingredients to compete there, just no idea connecting them.
The Golden Circle gave the strategy its centre of gravity:
Why - Arch believes design has the power to shift thinking and inspire positive change
How - By challenging the status quo through rigour
What - Arch, agents of change
That shifted Arch from a studio that makes things to a partner that helps clients think differently and create meaningful change.
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Screenshot of Arch's Creative live site, showing
the segmentation and positioning strategy in use.
Site design and build by Arch Creative's team.
Screenshot of Arch's Creative live site, showing
he segmentation and positioning strategy in use.
Site design and build by Arch Creative's team.
THE IDEA
The tobacco industry became a hidden criminal network, with characters that made the machinery behind smoking visible for the first time.
THE CHALLENGE
Teenagers already know smoking is harmful the real gap was exposure to industry manipulation designed not to look like manipulation.
How do you stop teenagers becoming the tobacco industry's next customers?
HOW WE GOT THERE
A gangster-film visual style, printed on newsprint for grit, delivered directly into schools with a pledge card as the call to action.
THE RESULT
Independently evaluated across seven schools: 93% of non-smokers signed the pledge, and half of smokers said it made them want to stop.
Silver, Publications Design, Cream Midlands 2011.
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