Social Study
The Big Cold Turkey Foundation

The Big Cold Turkey Foundation was founded in 2003 by ASHA & Co to offer young people respite from the effects of addiction by funding recreational pursuits, such as holiday clubs, days out, swimming lessons and music lessons. Today, the ASHA & Co Foundation helps a broader range of people through a range of self-initiated and self-funded social engagement projects on various toxic social issues. To enable the foundation to raise funds, we developed The Big Cold Turkey Programme, which aimed to help people beat their chosen ‘nasty’ habits. The special pack contains advice, encouragement and incentives to help participants through the 42 day programme.

BCT LEAD
BCT LEAD MOB

The Big Cold Turkey Programme is a response to the common difficulties that many people face when looking to change a habitual part of their lives for the better. The programme encourages participants to give something up for a period of 42 days to become a ‘Strong Turkey’. Deliberately using the styling and format of a packet of cigarettes, the box contains a number of incentives to help you complete your challenge.

BCT PACK ALL UP
BCT PACK ALL UP MOB
BCT PACKS X3

Encouraging the user along a series of milestones, the pack contains several items including a wristband, to which trophies can be attached, and a diary to record your BCT journey.

BCT TABS NEW

The programme’s key stages at 5, 10, 21 and 42 days correspond with the kilometre stages of a marathon training course. On the completion of each stage, participants award themselves a ‘Turn Trophy’. The four trophies can be wrapped proudly around the wristband.

BCT WRAP
BCT BOOKLET
BCT BOOKLET MOB 01
BCT BOOKLET MOB 02

The items within the pack are designed to give the participants a sense of community and support while taking part in their journey. By filling in the diary, wearing the wristband and attaching the silver trophies, participants get a feeling of pride in completing the programme stages.

BCT CALENDAR
BCT CALENDAR MOB 01
BCT CALENDAR MOB 02
BCT TATTOO STICKER

Recognising that a tattoo signifies a certain amount of commitment from the bearer led us to include a Big Cold Turkey transfer tattoo within the pack.

BCT TATTOO
BCT TATTOO MOB
BCT BADGES

Two supporter pins are also included in the pack, which comes with a specially designed seal sticker. Once you've opened the pack you can re-seal it and use it as a savings box for the money you would have spent on your chosen habit.

BCT BADGES MOB

Two supporter pins are also included in the pack, which comes with a specially designed seal sticker. Once you've opened the pack you can re-seal it and use it as a savings box for the money you would have spent on your chosen habit.

Welcome to The Strong Turkey members club. This is not just any club. It's a very special club for very special people. Only the brave have made it to 42 days. To commemorate these strong individuals and their achievement we created a specially commissioned and beautifully 
crafted sterling silver cuff bracelet. 'I am a Strong Turkey' is engraved 
on the inside.

BCT SILVER BANGLE
BCT BANGLE MOB 01 NEW
BCT BANGLE MOB 02

In looking for ways to promote and support the programme. We identified 
a number of key applications for the Big Cold Turkey brand. These included a set of cycle jerseys for fundraisers undertaking the ‘Marmotte Challenge’.

BCT RACING ACTION
BCT CYCLE JERSEY

The Big Cold Turkey also found its way into the world of motor racing sponsorship via the Formula Ford car of young champion driver – Stuart Thorburn.

He was keen to promote and use our brand because he disliked the heavy influence of tobacco companies in motor sports.

BCT RACING HELMET
BCT RACING LEAD CAR NEW
BCT RACING 03
BCT RACING LEAD CAR
BCT RACING 01
BCT RACING 02

We took inspiration from cigarette ads of the 40s and 50s, creating pastiches of these as posters to promote the packs and the programme.

BCT AD LADY
BCT AD MAN UPDATE
BCT HEROES
BCT HEROES MOB 01
BCT HEROES MOB 02

BIG COLD TURKEY IMPACT


"After the 42 days and finally completing The Big Cold Turkey Programme, I have never touched a cigarette. I then started another Cold Turkey Programme on alcohol and junk food. I lost weight, my health massively improved and I saved so much money! I found that introducing new, good habits at the same time as The Big Cold Turkey, like going to the gym and rewarding myself with new (smaller) clothes with the money I saved, gives me 
the incentive to keep going.”

LUCY HIBBURD – DESIGNER

BIG COLD TURKEY IMPACT

“I gave up my unhealthy lifestyle and went Big Cold Turkey. For 2.5 years, I had been on prescription medication for acid reflux, my blood pressure was high. I had dark circles under my bloodshot eyes and I felt crap most of the time. It's good to cut down on stuff, but going Cold Turkey really made a big difference to me straight away. My skin is clear and I look and feel at least five years younger."

JONAS STUART – MODEL

BIG COLD TURKEY IMPACT


“The Big Cold Turkey wrist band continues to prompt me by its blue presence on my arm and the two tokens winking at me to remind me that my new regime is progressing. So the encouragement of The Big Cold Turkey together with a changed and more balanced GI diet is working wonders.”

PHILIPPA BOYLAND – FINANCIAL ADMINISTRATOR

BIG COLD TURKEY IMPACT


"After the 42 days and finally completing The Big Cold Turkey Programme, I have never touched a cigarette. I then started another Cold Turkey Programme on alcohol and junk food. I lost weight, my health massively improved and I saved so much money! I found that introducing new, good habits at the same time as The Big Cold Turkey, like going to the gym and rewarding myself with new (smaller) clothes with the money I saved, gives me 
the incentive to keep going.”

LUCY HIBBURD – DESIGNER

BIG COLD TURKEY IMPACT

“I gave up my unhealthy lifestyle and went Big Cold Turkey. For 2.5 years, I had been on prescription medication for acid reflux, my blood pressure was high. I had dark circles under my bloodshot eyes and I felt crap most of the time. It's good to cut down on stuff, but going Cold Turkey really made a big difference to me straight away. My skin is clear and I look and feel at least five years younger."

JONAS STUART – MODEL

BIG COLD TURKEY IMPACT


“The Big Cold Turkey wrist band continues to prompt me by its blue presence on my arm and the two tokens winking at me to remind me that my new regime is progressing. So the encouragement of The Big Cold Turkey together with a changed and more balanced GI diet is working wonders.”

PHILIPPA BOYLAND – FINANCIAL ADMINISTRATOR

Get your own
Big Cold Turkey pack
£9.95 + P&P

and download free tools to help you on your chosen Big Cold Turkey journey.

Available in the ASHA & Co shop now.


All net proceeds of this project are invested into programmes and initiatives concerned with youth at risk, or in recovery from, drugs and alcohol.


Shop now

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