ART DIRECTOR
NO-CONFIDENCE
Brief
The National Tobacco Campaign has traditionally relied on fear in efforts to prevent smoking. Our team was tasked with convincing 16-22 year old social smokers – on the cusp of becoming regular smokers – to stop before they REALLY start. The kicker? We were only permitted to use positive emotional appeals.
Insight
It’s easier for young people to say 'yes' to smoking cigarettes in social situations to avoid feeling rejected or outcast – especially when they don’t know how to confidently say 'no' in the moment.
Idea
We showed young people how to say 'no' when offered a cigarette through a series of absurdist comedy setups. These nonsensical responses emphasised that it doesn't matter how they say no – as long as they say it with confidence.2021
OOH posters in & around major Australian nightlife strips.
Paid motion across social media.
Leaving matchbooks without matches in smokers areas at bars, pubs & clubs.
Social UGC.