Smoke ‘This’

video / social

PROBLEM
How can we encourage the UK’s youth to rally up against the tobacco industry?

Some 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.

SOLUTIONLets send a sign to the corporate goliaths. Young people feel strongly about social injustice, especially when big corporates 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 piece was promoted via strategic influencer and editorial partnerships, 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 just a bit of the tobacco industry’s goal.

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Launch video:

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A sample of social response:

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