JTI wanted to expose the broader impacts of the illicit tobacco trade in the UK – highlighting not just the economic cost, but the links to organised crime, community harm, and threat to retailers. The campaign needed to influence political stakeholders, inform the public, and build momentum for stronger enforcement.

MessageSpace created a multichannel campaign that used a mix of paid digital media, search, video, out-of-home, and social media to reach key audiences and direct them to the central campaign microsite, costsmorethanyouthink.co.uk

Delivery Insights:

• Delivered 1.7M paid media impressions across key political titles, driving 1,768 clicks to the campaign microsite
• Activated OOH ads in Westminster Tube and Street-Level Billboards
• Launched targeted data-driven programmatic ads to reach political audiences, reaching 4.7m impressions across national and local news sites driving 3,252 visits to the campaign microsite
• Secured paid media partnerships with press titles including The Mail Online, The Times & New Statesman
• Drove a total of 21,773 visits to the campaign microsite