To understand the social context of smoking, we conducted a semiotics analysis of cultural and category communications. We then ran an online community to track, monitor and probe on behaviour and thinking amongst smokers. Focus groups provided a deep-dive into smoker attitudes, in collaboration with a Behavioural Economics advisor to provide an additional lens. The final stage was a large quant usage test to evaluate appeal and impact of a variety of product interventions to address cigarette littering.


Insight from this large scale piece has directly fed into our client's behaviour change campaign and interventions programmes