Anti-smoking campaigns don’t usually thank smokers for smoking. But the Danish Cancer Society, philanthropic foundation TrygFonden and creative agency &Co are doing just that in their latest campaign for a Smoke-Free Future.

The new initiative is a unique take on the anti-smoking message which has been propagated for decades all over the world. Creative agency &Co has honed in on the insight that today, even smokers themselves want a smoke-free future. This is why this campaign underlines the fact that most Danes – also the parts of the population that smoke – don’t want children and young people to start smoking. The campaign shows adult smokers using various creative ways to hide their cigarettes from the younger generation. This is because making sure that kids don’t witness it can ultimately help them not to start smoking themselves.
&Co worked closely with the Danish production company, Bacon and director Martin Werner, to bring the idea to life.

The strategy is backed up by research: 77% of Danish smokers want a smoke-free Denmark for children and young people by 2030, according to a study from 2018 titled “The Dane’s view on tobacco”
“In my view, we’re simply dividing the roles” says Johan Køhler, copywriter and Partner at & Co. “Because you might be a smoker, but you’re more than that. You could also be a parent, grandparent, aunt, and so many other things that are more important than simply being a smoker. When 3 out of 4 say they regret taking that first drag, they say so because they now know the effects of tobacco. They are expert witnesses that are worth listening to. And we agree with them in this case – the 77%, in any case: we don’t want to pass the tobacco on to our children and grandchildren.”

Close to a political breakthrough

“We are incredibly close to a milestone in Denmark. When Smoke-Free Future was founded four years ago, only 13% of Danes believed that we’d be able to stop passing on our bad habits to our children and grandchildren. Even though we’ve known all along what it requires to achieve this.” Says Susanne Bjærge, Campaign Manager at Smoke-Free Future.

“First and foremost, it requires smoke-free school hours, neutral design on cigarette packaging and that tobacco is hidden from plain sight in shops. All these measures are included in the government’s plan against the use of tobacco that politicians are currently debating, and that we hope will become everyday practice in Denmark in a matter of time. And it’s absolutely crucial that they remember the most effective measure: a significant increase in price.”

Politically, there’s been signs of a majority for the government’s action against tobacco. And there’s support from the people of Denmark – even smokers.

“That is why we say thank you” says Morten Fabricius, Account Executive and Partner at & Co. “We’re at a tipping point in halting the passing on of tobacco to the next generation. We need to show that we’re many who want the same thing for the future.”

Credits:
Agency: & Co. / NoA
Creative director: Robert Cerkez
Art Director: Rune Petersen og Jon Goldtche
Copy writer: Johan Køhler og Kristel Krøier
Account Director: Morten Fabricius
Account Manager: Anders Antvorskov og Mette Riis Kruse
Planner: Lone Tvedergaard Bach
Social Media Planner: Nynne Sille Hansen
Graphic Designer: Anders Martin Jensen

Main production company: Bacon CPH
Executive producer: Mette Jermiin
Producer: Ditte Odgaard Glass
Director: Martin Werner
In-house production company: Andy
Agency producer: Filippa Borg von Bülow
DOP: Rasmus Videbæk
Focus puller: Daniel Parmo
Gaffer: Morten Kildegaard
Best boy: Casper Bülow
Grip: Christian Brøndum
Production manager: Mads Jokum
Production designer: Wonderland productions, Christian Rathmann
Propsmaster: Klara Sofia Bengtsson
Stylist: Pernille Holm
Make-up: Lis Kasper
Extra coordinator: Anya Heen
Production coordinator: Laura Valentiner-Bohse
Sound recordist: Stefan Garfield
Casting: ArtCast, Ditte Kiel
Postproduction: Bacon X
Editor: Nicolaj Monberg
Colourist: Miriam Latif
VFX: Bacon X
Sound design: Kevin Koch
Music title: “Kid in you”
Music composer: Hasan Ozsu

Tags:
Smoke-Free Future, Anti-smoking campaign, Smoking Campaign, Danish Cancer Society, Public Interest, Health, Awareness Campaign, Digital, Film, Short Film

In the United States, 78% of 18-24 year-olds are on Snapchat. Known for its disappearing messages and risque content, it was the perfect platform to hit them with our Dick-centric story.

The math was simple. Young people like sex. You can’t have sex if your penis doesn’t work. Cigarettes can make your penis stop working.

By connecting the hard (or not hard) truth about smoking to young people’s romantic desire, we’d cut through the bullshit to shift their perceptions around tobacco.

Credits
Advertising Agency: 72andSunny, Los Angeles, USA
Production Company: HECHO EN 72
Media Agency: Assembly
Music/Sound Company: Butter
Creative Director: Garrett Jones
Designer: Ben Ng
Copywriter: Samantha Mintz
Senior Strategist: Thomas Steiner
Brand Director: Danielle Gard
Brand Coordinator: Monica Lynn
Producer: Ann Parker
Partnerships and Legal Director: Amy Jacobsen
Partnerships and Legal Manager: Hector Olguin
Partnerships and Legal Jr. Manager: Michelle Fink
Vocals: Jesse Herrera
Illustrator: Raghav Arumugam
Chief Executive Officer: Robin Koval
Chief Marketing Officer: Eric Asche
Senior Vice President, Marketing: Nicole Dorrler
Managing Director, Marketing: Jasmin Malone
Manager, Marketing: Cas Marburger
Copywriter: Kate Stevens
Graphic Designer: Matt Liptak
Vice President, Group Director Integrated Communications: David Pinto-Carpenter
Associate Director, Paid Social: Shir Samari
Associate Director, Integrated Communications: Will Flohr

Tags:
Film, United States, Public Interest, NGO, Truth Initiative, 72andSunny, Illustration, Cartoon, Awareness Ads, Creative Ad, Digital Campaign, Assembly, Media Agency, Truth Initiative, Tobacco

FCB New York, in partnership with FDA, today announced that is has launched the newest evolution of The Real Cost youth tobacco prevention campaign. This new campaign, which will focus on the dangers of vaping, is specifically designed to reach and educate the 10.7 million teens who have used e-cigarettes or are thinking about trying them.

“Seemingly out of the blue, vaping among teens has become an epidemic,” said Suzanne Santiago, FCB New York EVP, group management director. “One of the reasons is that the majority of teens have a ‘consequence-free’ mentality toward vaping, and our mission, alongside FDA, is to shatter this perception, by educating them about the harmful and addictive chemicals they may be inhaling.”

The Real Cost, first developed by FCB New York in 2014, has successfully prevented nearly 350,000 youth from smoking cigarettes, and for each teen prevented from becoming a smoker, there was $181,000 in cost savings – which means the campaign has averted over $31 billion in future medical costs, to date. Having been incredibly effective at teaching teens the “real cost” of smoking, FCB New York and FDA are now taking on their latest challenge: to teach teens the “real cost” of vaping.

In the first national youth vaping education campaign, FCB New York targets teens ages 12-17 who have used e-cigarettes or are open to trying them, and who perceive no significant harm from vaping regularly. The campaign aims to challenge these teens’ “cost-free” mentality with messages about the hazards associated with using e-cigarettes, including nicotine addiction and potential exposure to harmful chemicals.

Despite these substantial health risks, about 80 percent of youth still claim they do not anticipate profound risk of harm from regular use of e-cigarettes. This insight underscored the pressing need for FCB New York and FDA to focus on vaping in their newest initiative for youth tobacco prevention, and to create a targeted public education effort about the dangers of using these products in particular.

FCB’s new campaign – appropriately entitled “Epidemic” – employs the unsettling visual metaphor of an organism, in order to depict the negative consequences to the lungs, bloodstream and brain posed by vaping. “Epidemic,” as a whole, ultimately seeks to awaken its teen audience to the damaging effects of e-cigarettes, while showing how vaping has become a serious – and spreading – social epidemic.

“It’s been thrilling to be a part of this bold and aggressive mobilization by FDA to counter this epidemic by educating teens on the potential consequences of vaping,” added Gary Resch, FCB New York EVP, executive creative director. “We knew it would require work that was audacious and provocative, and we are excited about what we’ve delivered.”

FCB worked with acclaimed director Darren Aronofsky to film “Epidemic.” The campaign also consists of online radio, banner ads, GIFs, custom units and online takeovers, all driving to a 360-degree digital experience.

Credits:

FDA:
Kathy Crosby – Director, Office of Health Communication and Education
April Brubach – Deputy Director, Office of Health Communication and Education
Gem Benoza – Director, Division of Public Health & Education
Michael Murray – Supervisory Health Communications Specialist
Emily D’Iorio – Health Communications Specialist

FCB New York:
Ari Halper – Chief Creative Officer
Gary Resch – EVP, Executive Creative Director
James Meiser – Senior Art Director
Cecile Robertshaw – Senior Copywriter
Stacy Flaum – Executive Producer
Suzanne Santiago – EVP, Group Management Director
Dimas Adiwiyoto – VP, Account Director
Mallika Rao – Account Supervisor
Ally Morrow – Account Executive
Katie O’Hara – Assistant Account Executive
Shantal Gonzalez – Project Manager
Jared Shell – Account Director
Earl Adams – Account Director

Chromista:
Darren Aronofsky – Director
Matthew Libatique – Director of Photography
Sandy Haddad – Executive Producer
Ted Robbins – Executive Producer, Line Producer
Scott Franklin – Executive Producer

Lost Planet:
Ben Rodriguez – Editor
Krystn Wagenberg – Executive Producer
Casey Cayko – Producer
Alene Christina – Editor Assistant
Fergus McCall – Colorist

The Mill:
Heino Henning – Senior Producer
Sophie Mitchell – Associate Producer
Rachel Trillo – Executive Producer

This Digital Campaign is about:
FCB, FDA, The Real Cost, Food and Drug Administration, E-Cigarettes, Tobacco, Education, Smoking, Digital campaigns, Advertising campaign

Credits:
Advertising Agency: House Comunicação, Brasília, Brazil
Art Director: Paulo Ribas
Copywriter: Maurício Oliveira
Photographers: Diego Bresani, Lucas Malta, Estúdio Califórnia