17-24 year old Kiwis at risk of becoming smokers.
Social smoking may seem harmless, but cigarettes are highly addictive. Smoking is like being in an abusive relationship – you’re addicted, it is difficult to leave, and it may well kill you.
We presented cigarettes as insidious, evil and destructive. The one relationship you don’t want to get into. The dark humour and relevant smoking moments both engaged our audience and drove the message home in a relevant and powerful way.
Contact us for more information on the results and the thinking behind this highly successful campaign.