The ‘Challenge 21’ campaign developed by Bolton design agency, Portfolio, for Wigan Council is helping retailers across the Wigan area to tackle the problem of underage customers attempting to buy tobacco and other age restricted products.


Wigan Council approached Portfolio to create a strong, corporate message for the nationwide initiative ‘Challenge 21’.  Portfolio, which works with several Trading Standards Departments across the North West, created a ‘Responsible Retailers’ pack offering a practical and non-threatening solution to the problem of increasing underage sales.


The Challenge 21 packs aimed at retailers throughout the Wigan Borough, include information about the scheme, a staff training guidance book, refusals logo, posters, counter mats and reference sheets.  A hard-hitting “Baby Face” image was used to convey the campaign’s message.


Julie Middlehurst, Chief Trading Standards Officer, commented: "Retailers have a personal responsibility to prevent under-age sales on their premises.  It isn't easy to judge the age of teenagers, and as well as training staff, it became evident that retailers needed help to support them through the Challenge 21 initiative.


“Portfolio’s solution addressed all these issues and more. The retailers pack has been design to aid the retailer as its messaging is less subjective and less confrontational. The campaign has been a great success and we are delighted with the results”


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