Fev Truth

Featherstone, Wakefield


Fev Truth was a smoking social norms campaign launched in August 2012 with the aim of dispelling any myths and misconceptions surrounding smoking in the area through recently collected research that concludes most people in Featherstone don’t smoke.

The concept for Fev Truth was developed through community insight and focus groups where the decision was made to run a whisper teaser campaign building up intrigue before the social norms facts were revealed to the community.
The Featherstone Rovers rugby team were highlighted as the local celebrities, so became ideal mascots to spread tease and then spread the social norms messages.
The teaser phase of the campaign was leaked on social media using the hash tag #fevtruth and the full campaign was launched at the community  gala event.


Key Messages Included:

  • 6 out of 10 people in Fev don’t smoke
  • 8 out of 10 of us in Fev think cars with kids inside should be a place where people don’t smoke


The campaign deliverables included rugby player collection cards, scratchcard information flyers, posters, balloons, beermats, a pub quiz, window stickers, temporary tattoos, banners, player mascots and a voluntary promotional team.



If you are interested in hearing more about this project or commissioning a similar project email SONIC@leeds.ac.uk