Being peer-pressured to smoke is a harsh and prevalent reality that thousands of teens face daily. With that in mind, we set out to create a humorous campaign that faced it head-on and encouraged the notion that, with so many disgusting consequences, really any reason is actually a brilliant reason not to smoke.
TV spot created in collaboration with Megan Williams
TV spot created in collaboration with Megan Williams
When asked to share their #ReasonsNotToSmoke, thousands participated and the result was a massive user-generated arsenal of things teens could say when pressured with a cigarette.
Here's how it came to life in radio on Spotify, Pandora and more.
Young adults responded so well to the use of humor, that Comedy Central ran with the idea and created a series of custom co-branded spots, showcasing their comics as they reveal their silly, yet legitimate reasons why they don’t smoke. These spots were pushed out on multiple platforms & screens across Comedy Central.
The spots featured comedians Nate Bargatze, Tone Bell, Nore Davis, Casey Jost & Veronica Osorio, as they share their personal reasons they don’t smoke, allowing FDA’s message to resonate in a truly authentic & impactful way. Short-form one-liner spots tweeted out by Comedy Central’s Stand Up handle reached over 63k followers.