truth initiative
(formerly known as American Legacy Foundation)
When I look back at all of the work, I've created - this definitely is high on the proud meter. The long term success of this work over 8 years was a 35% decline in youth smoking.
As adults, we understand that the world is not a black and white place, and the delineation between right and wrong is hardly ever that clear. But teens have a much more acute sense of rightness and wrongness – of what they believe to be fair and unfair.
With the Crazyworld campaign, we wanted to leverage that insight and show young people a world in which most businesses are held to one set of rules and standards, while Big Tobacco operates in a parallel universe in which their actions are relatively devoid of consequence. It’s an upside down place, and unfortunately, it’s the world we live in. Welcome to Crazyworld.
Agency: Crispin, Porter + Bogusky
FILM
