Communicating the vision of a smokefree generation
Breathe 2025 is a national movement working to ensure that the next generation grows up free from tobacco, in a world where smoking is unusual.
Commissioned by Public Health England (Yorkshire and Humber), the campaign set out to empower local authorities, health organisations and communities to adopt a shared smokefree generation vision.
We developed a suite of digital resources, brand assets and engagement tools to make it easy for councils and partners to take ownership of the Breathe 2025 identity and embed it in local policy and communications.
Featuring Yorkshire locations and our young ambassador Charlotte, we scripted and art-directed a short film to capture the campaign’s purpose and inspire collective action. The film was screened across city-centre billboards, cinemas and regional events, spreading the message to thousands.
Date
November 2015
Client
Public Health England (Yorkshire and Humber)
Scope of work
- Brand development & visual identity
- Creative Development
- Stakeholder engagement
The Breathe 2025 Campaign Film
Digital tools for local authorities
To communicate the smokefree vision and turn it into measurable action, Magpie created a central online platform that:
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Enabled local authorities and NHS partners to understand the campaign and sign up to it.
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Provided editable tobacco control behaviour change resources to align regional efforts.
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Offered a smokefree campaign toolkit with assets, messaging and templates for quick adoption.
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Captured pledges across the region, showcasing progress toward a smokefree generation.
This practical approach meant every organisation, large or small, could participate, adapt and celebrate its contribution.
Empowering influencers to spread the word
We developed the Breathe 2025 brand identity around ideas of clean air, community and optimism.
The calm blue palette, floating balloon motif and ribbon-style font symbolised freedom and movement, a future unclouded by smoke.
With a modest budget but big ambition, the strategy focused on network marketing.
We built advocacy through existing communications leads, PR teams and health boards so that messages travelled organically across trusted channels from councils and schools to NHS services and the wider public.
The strategy
Our behaviour change strategy combined creativity, collaboration and insight.
We:
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Created an online platform that captured pledges, showcased achievements and measured impact.
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Produced a compelling campaign film illustrating the smokefree generation vision and motivating action.
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Developed a comprehensive resource pack to engage multiple audiences and encourage them to champion the cause locally.
By enabling others to share and localise the message, we turned limited funding into large-scale reach.
Making pledges for a smokefree generation
To translate awareness into action, we launched the Breathe 2025 pledge website, where individuals, schools, and organisations could commit publicly to the goal of creating a smokefree generation.
Visitors could:
- Choose from pre-populated or personalised pledges.
- Record video pledges and share them on social media.
- Join the pledge wall celebrating every contribution.
The platform featured:
- A live countdown clock to 2025, keeping the mission visible.
- Facts about smoking rates and health outcomes across Yorkshire and Humber.
- Real-time progress tracking and downloadable certificates.
The database also allowed segmentation by city, town and postcode, generating valuable data for future youth smoking prevention initiatives.
Making pledges for a smokefree generation
To translate awareness into action, we launched the Breathe 2025 pledge website, where individuals, schools and organisations could commit publicly to the smokefree goal.
Visitors could:
-
Choose from pre-populated or personalised pledges.
-
Record video pledges and share them on social media.
-
Join the pledge wall for a smokefree generation, celebrating every contribution.
The platform featured:
-
A live countdown clock to 2025, keeping the mission visible.
-
Facts about smoking rates and health outcomes across Yorkshire and Humber.
-
Real-time progress tracking and downloadable certificates.
The database also allowed segmentation by city, town and postcode, generating valuable data for future youth smoking prevention initiatives.
Impact and engagement
1,372
Local authorities, schools, individuals and organisations pledged action through the Breathe 2025 website.
15
Local authorities across Yorkshire and the Humber formally adopted the Breathe 2025 vision.
8,000,000
The campaign featured in Yorkshire and Humber’s first regional ITV tobacco control advert in partnership with Cancer Research UK. Quit 16 adopted the Breathe 2025 logo, reaching more than eight million viewers during Coronation Street and other prime-time slots.
A lasting movement for public health
Breathe 2025 continues to guide tobacco control behaviour change work across the region.
Its flexible brand, accessible resources and evidence-based design have helped councils, NHS partners and community organisations unite behind a single aim to make smoking history for the next generation.
Ready to create positive change?
Want to explore how creative behaviour change can help your community build a healthier future?
Contact our team to start a conversation about your next campaign.See more projects:
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