New charity, The Deborah Hutton Campaign, runs an annual film-making competition, Cut Films, which challenges young people to make short films to persuade their friends not to smoke. In its first national competition, a staggering 78 films have been entered from the four corners of the UK, many of which will be shown at the charity's stand at the Responsible Partnerships Exhibition.
Promoted to schools and youth groups nationwide, the Cut Films competition encourages young people to research, write and produce a short film about why smoking isn't cool, and then publish them for other young people to view on You Tube, Twitter and Facebook - all via the Cut Films competition website www.cutfilms.org.
For its first open competition following a pilot last year, Cut Films has proved hugely popular amongst teachers and students, and has attracted 78 online film entries from schools, youth groups and individuals from all over the UK.
Lucinda Shaw, Director of The Deborah Hutton Campaign, said: 'We are very excited to be a part of the Responsible Partnerships Exhibition and to be able to showcase the fantastic films that these young people have made. I strongly believe that Cut Films is a powerful youth-facing brand that would have great synergy with a company targeting the same audience. Having worked many times in partnership with companies, and having seen the tremendous benefits enjoyed by both parties, I look forward to meeting Exhibition delegates and discussing the many opportunities Cut Films can offer.'
The Cut Films competition has roots in very personal events. It was set up after Deborah Hutton, who was health editor of Vogue fashion magazine for more than twenty years, died of lung cancer, aged 49, as a result of smoking in her teens and early twenties. Her husband, Charlie Stebbings, a leading film director and eldest daughter Romilly, are now spearheading Cut Films to help ensure that her important message encouraging young people not to start smoking lives on.
Charlie Stebbings explains his vision behind the project;
'We know that this year alone, around 250,000 people in England will still start smoking and the vast majority of these will be under the age of 18, so we need to think creatively about how we get the message through to them. I think that the really unique thing about Cut Films and what makes it really popular with young people, is that this isn't just a bunch of adults telling them not to smoke - it's about young people themselves getting together, exploring their own views and creating the messages that they think will stop other young people like them from smoking.'