No Good News Campaign Design
Creating an original anti-tobacco campaign targeted to college students is challenging, to say the least. This age group is tired of hearing that smoking is bad for them. Instead, we targeted issues that college students care about—deforestation, litter, poverty, and animal cruelty. By connecting cigarettes and smoking to these issues, we approach an old issue from a new angle. The audience is made aware that choosing to smoke cigarettes isn't just a personal choice, but a choice that affects the world at large in a negative way.