AMV BBDO worked with Cancer Research UK to amplify lobbying for the introduction of standardised cigarette packaging in the UK, a measure that would give children one less reason to start smoking. Online film, print and social were used to establish how attractive cigarette pack design was to children, and highlight how hard tobacco companies were resisting. The Children and Families Bill received Royal Assent on 13th March 2014 and calculations show the potential benefit to be as much as £7.6bn to society, on a budget of just £115,145.