Our new campaign for Smokefree South West has just launched – and it packs a punch. One third of all smokers (about 300,000 people) down here in the south west roll their own. We were challenged with exploding the popular myth that hand-rolled are ‘better’ for smokers than cigarettes, so we’ve worked up a website, TV, radio and outdoor campaign to do it.

As you can see, we’ve gone with a design that mimics the hand-rolling tobacco pouches look, but with the brand name replaced with an attention-grabbing words that highlight the real health risks that roll-up smokers are taking.

Watch our vox pops to see why smokers need to wise-up. Then check out the new infographic that sets out to bust the myths about roll ups.