The Coughs
Project Information __ We were asked by the NHS in Southwark, South London to devise a novel approach to encourage smoking cessation amongst the local population. The campaign needed to attract all ages and appeal the area's diverse ethnicities. NHS Southwark had originally suggested that we create a 'stop smoking superhero' but following our initial research we decided that this was a tired concept. Instead we presented 'The Coughs', a gritty soap style family in the vain of East Enders. This enabled us to describe the affects of smoking on each member of the family individually and as a group, including Stub the dog! All of the materials produced for The Coughs campaign chronicled the story of the family and how it was determinately affected by smoking. Throughout leaflets, teaser posters, outdoor advertising, pharmacy bags and staff shirts, and a year long comic strip in The Southwark News, the story of The Coughs was told. From births to deaths and everything in between, the lives of Calvin, Carol, Cathy and Carl Cough were played out for all to see... cough... splutter. We devised the entire campaign and designed every aspect of it's visual identity. This included the logo, the characters and all the illustrations featured throughout.