With health warnings falling on deaf ears, the Department of Health needed an anti-smoking message that would resonate.
Young people think they are invincible. They’re never going to get cancer. Or heart disease. Or die. No wonder anti-smoking campaigns preaching health messages fail to connect with teenage girls. Instead, we talked about something they obsess over: their looks.
We showed the damage cigarettes can do to their pulling power – both now (clothes that stink like a pub carpet, a mouth like an ashtray), and in the future (stained teeth and ‘cat’s bum’ wrinkles around their mouth).
Magazine ads pastiched beauty advertising, but removing the tip-on revealed the ugly truth.
Direct mail packs were sealed with glue that stunk of stale cigarette smoke.
The same scent was used to create this stunt.
Texting in response to any of the messages gave the responder a free subscription to Ugly magazine - our take on a title like Heat.
A spread inside Ugly magazine.
The campaign won many awards - and garnered national media attention.
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