Here’s a newsflash: many kids smoke, despite knowing that they shouldn’t. And advertising that tells them not to, falls on deaf ears. The challenge was to reduce smoking uptake among 12 to 15-year-olds – a notoriously difficult target. But by equating smoking with stupidity more than health risk, kids took notice, and the campaign surpassed its goals. And garnered two gold Cassies and many national and international awards along the way.
VIDEO: Click here to see the accompanying spot.