Japan Tobacco International

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.