On a mission to create a generation of non-smokers, we went where today’s generation of youth spends most of their time: Tumblr.

There, teens are inundated with imagery that glamorizes cigarettes and idealizes smoking. We hijacked common hashtags, ambushed their sexy images and GIFs with provocative or humorous ones, and began to infiltrate their world. Because we knew it wasn’t enough to just join the conversation. We had to take it over.

It worked. We won the Shorty Award for Best Overall Tumblr Presence.