Building Support for a Smoke-Free Generation

Cancer Research UK

We listened to how people across the UK instinctively reacted to new smoke‑free generation legislation - what felt fair, what felt intrusive, and what needed explaining.

Through iterative discussion groups, we explored which tobacco‑industry arguments really stick, and which counter‑messages genuinely shift understanding.

This allowed us to hone the messages that land most naturally, and pinpoint how Cancer Research UK can communicate with clarity, confidence and public backing.

The insight now shapes how Cancer Research UK builds public and political momentum ahead of the legislation.

Impact:

Clear, evidence‑led messaging that strengthens support for a policy designed to protect the next generation from tobacco harm.