The goal was specifically to prevent tobacco companies from offering low-cost, low-count packs that could make cigarettes more financially accessible to young, price-sensitive buyers
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To be successful, we needed to create a brand as strong and as powerful to take the place of tobacco brands." Neydy Gomez (Crispin Porter + Bogusky) The 1998 strategy To achieve the desired impact with teens, the campaign needed to: Develop a strong counter-market brand Expose the lies of the tobacco industry Direct teens' need to rebel at the tobacco industry Never preach it needed a message other than 'don't' Never condemn smokers Relate to 'sensation-seeking' teens Stress peer-to-peer communication, since teens do not like to be preached at or talked down to From this emerged the campaign concept of a youth movement against tobacco companies, promoted through grassroots advocacy and a creative, youth-driven advertising campaign
Smoke free expert Ms Ross said: 'Gradually the risk of a heart attack reduces and the risk of all sorts of cancers not just lung cancer
Much like smoking, it will not be pleasant at first, and your body will need to adapt
