Young people hate feeling misled, and when they hear that the tobacco industry needs to recruit 100,000 new smokers to replace those that have died of smoking related illness, they are outraged and want to tell them where to go.
#SmokeThis enabled young people to stick two fingers up at an industry that was taking advantage of them via a visual petition. We created a rallying cry launched through strategic partners SB.TV, featuring influencers: vlogger Emma Blackery, Olympic boxing champion Nicola Adams and musician Wretch32, asking young people to upload their #SmokeThis protest picture in response.
The campaign created incredible reach and awareness of a previously unknown issue.
Total video views of over 350,000.
Total social reach of 3,642,741.
Over 1,000 young people shared their #SmokeThis protest picture in the campaign's four week period.