There were two objectives to targeting youth. The first is to keep them from picking up the tobacco habit. The second is to make it socially unacceptable in their minds—or “uncool”. Campaigns were created to meet those objectives in many different ways and with different materials—including a contest for teens to create their own TV commercials and even a card sent home with school kids.
Kids who were using cigarettes to elevate their status and “look” were juxtapositioned with the reality of coughing and yellow teeth.
Smokers are on the outside missing the fun in this year two winning spot.
Empowerment, rather than admonishment, was the tone of this campaign that—through quick glimpses at kids in life situations—a boy and girl related their everyday “to do” list.