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THE CHALLENGE
Secondhand smoke was widely misunderstood.
Many believed small actions opening a window, smoking by a doorway made it safe, when they don't.
Existing campaigns lacked clarity, leaving a gap for a simpler, behaviour-led approach that could actually change what people did, not just what they knew.
How do you shift a habit that most people don't realise is dangerous?
THE RESULT
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2,407 sign-ups in the first year
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914 children moved into safer, smokefree environments
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24% of participants went on to request stop-smoking support , the campaign acting as a gateway into wider behaviour change
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Nearly half of engaged users reported an actual change in behaviour, not just awareness
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The campaign also triggered behaviour change in people around participants, beyond those directly engaged
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Among smokers, half said the campaign made them want to stop
Secondhand smoke was widely misunderstood
Step Right Out turned a vague health message
into one simple, memorable instruction.
HOW WE GOT THERE
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Myth-busting: directly countered common misconceptions (smoking by a window or door "doesn't work")
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Design: infographic-led leaflets removed the literacy barrier and made hard facts easy to absorb at a glance
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Delivery: leaflets designed as conversation tools, delivered by trusted professionals through public centres and health visits
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Reinforcement: a pledge mechanic with physical rewards (mugs, stickers, certificates) turned a one-off message into a lasting reminder in the home
THE IDEA
Rather than layering on more facts, the strategy centred on a single, memorable instruction: leave the house completely before smoking. Everything else existed to reinforce that one behaviour busting the myths that made partial measures feel like enough, and making smoking indoors feel socially unacceptable rather than just medically inadvisable.
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.
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
One instruction, repeated everywhere: leave the house completely before you smoke.
THE CHALLENGE
People believed partial measures, a window, a doorway, made secondhand smoke safe. They don't.
How do you shift a habit
that most people don't realise
is dangerous?
HOW WE GOT THERE
Myth-busting infographics delivered by trusted professionals, reinforced with a pledge mechanic and physical rewards a lasting reminder in the home.
THE RESULT
2,407 sign-ups in year one,
914 children moved into
smokefree homes, and a quarter
of participants went on to request stop-smoking support.
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