FDA
THE REAL COST
INTERACTIVE print ad
Teenagers think they'll stop smoking long before consequences like cancer come into effect, so we decided to reach this age group using something that really matters to them—their appearance.
Gold Effie
Magazine print
A mock skincare “peel-off sample” in a beauty magazine revealed the damaging effects of smoking.
BEFORE
AFTER
Consumers who wanted a beauty sample were surprised by wrinkles and a startling message.
Print appeared in Teen Vogue and Seventeen Magazine
GCD: Megan Williams
AD: Lindsey Brand