By David Cortes
Agency: FCB
Client: FDA
Category: 2014

PROBLEM: Smoking kills nearly 480,000 Americans each year…

Our client, the FDA Center for Tobacco Products’, charge: Make tobacco part of America’s past, not its future.

But telling teens what to do won’t work. They will call…… BS “Don’t treat me like a child.” “My eyes are open, I know what’s really going on in the world.” Our campaign is a personal call-to-action to be in the know.

Being in know differentiates me from other kids, it makes me an adult. Makes ignorance the enemy. Puts teens in control. Respects their right to make decisions.