CA DEPARTMENT OF HEALTH SERVICES (CDHS)
"African American Anti-smoke" campaign
According to the U.S. Surgeon General, African Americans carry the highest health burden for smoking of any ethnic group. And for some reason Menthol was the preferred cigarette of choice. The California Department of Health Services, Tobacco Control Section, wanted an ad campaign to Black smokers to become aware of the health risks of smoking, 2nd hand smoke and the tobacco industry's marketing with an official #800 Helpline. The "Pack" award-winning execution was developed to make them consider the consequences if they don't stop smoking their beloved Menthols.
Click on the image to view the work.
"African American Anti-smoke" campaign
According to the U.S. Surgeon General, African Americans carry the highest health burden for smoking of any ethnic group. And for some reason Menthol was the preferred cigarette of choice. The California Department of Health Services, Tobacco Control Section, wanted an ad campaign to Black smokers to become aware of the health risks of smoking, 2nd hand smoke and the tobacco industry's marketing with an official #800 Helpline. The "Pack" award-winning execution was developed to make them consider the consequences if they don't stop smoking their beloved Menthols.
Click on the image to view the work.
