Wake Forest Baptist Health Campaign aimed at teens and young adults combatting the tobacco-industry propaganda around e-cigs, hookahs, and cigarillos. Contrary to the popular misperception that they’re relatively harmless, these cigarette-alternatives actually contain frightening levels of nicotine, along with a disgusting sludge of toxic chemicals. Given the cynicism of our audience, we opted to be graphic and straightforward–using irrefutable logic, graphic images, and humor rather than talking down to them. 

POP executions ran at gas stations–where young adults are likely to purchase said products–and drove would-be smokers to the website. There they found a plethora of facts about the dangerous constituents they’d be inhaling, along with the warning not to get “sucked in” by Big Tobacco. Creative partner: Lisa Bransom.