START HERE – Abertawe Bro Morgannwg’s latest stop smoking campaign was designed and developed through IMEX Media Group. The campaign is a pharmacy based smoking cessation service that has a specific focus on the financial gain from quitting smoking. The brand was designed to attract 18-25 year old males (the health board’s target market) with a bright, colourful message that had connotations of money, excitement and more. As oppose to focussing on the negative aspects of smoking, START HERE was about the financial benefit of quitting.
Leaflets were designed to be folded into a loose replica of a £20 note, as well as a variety of posters designed to be as colourful and eye-catching as possible, as far estranged from government health warnings as possible.