You can't tell kids what not to do. Especially when kids get cred from their friends for their risky behavior. So, how do you convince teens to skip tobacco? This campaign didn't preach but demonstrated that some decisions can rob you of what you truly care about.
Results? Absolutely. Check out the campaign impact in the infographic below. Take that tobacco!
The campaign included TV, in-school posters, experiential comedy programs, massive social programs, even mall table top takeovers.