Smoke ‘This’
Video / Social
PROBLEM
How can we encourage the UK’s youth to rally up against the tobacco industry?
Some disturbing facts: The tobacco industry makes, on average, £100,000 per dead smoker.
They are constantly recruiting for more smokers, getting more people hooked for free to pay off later.
SOLUTION Let’s send a sign to the corporate goliaths. Young people feel strongly about social injustice, especially when big corporations are involved. Tapping into their anti-establishment mentality, this piece exposed the ugly truths of the tobacco industry, and emphasised the fact that they're still getting away with it.
EXECUTION ‘Smoke This’ - a rallying cry from a broad selection of young influencers, uses an inspiring David and Goliath dynamic to deliver a message aimed at getting young people to send their own message to the tobacco industry – a smoke this selfie – “stick 2 fingers up to the tobacco industry!” (the shape a smokers hand is in, without the cigarette). The piece was promoted via strategic influencer and editorial partnerships, including the legendary SBTV, and at every point (including the film's CTA) it encouraged viewers to join by taking their own ‘smoke this’ selfie.
RESULTS
We managed to hit our taget of 100,000 Smoke This selfies. Hopefully offsetting a bit of the tobacco industry’s goal.
CAMPAIGN ARTICLE:
HERE
Launch video:
A sample of social responses:
©2020 Josh Denton & respective clients