Let's stop pretending
The renowned campaign ‘De wereld wordt rookvrij’ (the world is becoming smoke-free) succeeded in changing minds about the accessibility of smoking and making many places smoke-free.
When the campaign needed a reboot we had a little think about a logical follow-up that didn’t stray too far from the original. Even though many physical spaces were now smoke-free, the world of experience for children and young adults was far from it. Time for the next step.
Client: Gezondheidsfondsen voor Rookvrij
Creative directors: Boris Peters & Guy Lokhoff
Creative: Sabrina Beek
Even though our understanding of the implications of smoking (and vaping) has rapidly changed, the image hasn’t. Young adults and children shape their personalities through media. So when they make you perceive smoking as cool, sexy or even fashionable; that is what children and young adults will know. That’s why we asked various creators of Dutch culture and media to step in and give their counter-message. Apart from the hero film and out of home posters, we gave them the chance to elaborate in three mini documentaires: film, music and fashion & photography. Everybody has influence, let’s use it wisely.
Results
Mandy Woelkens, editor-in-chief of the Dutch magazine LINDA.meiden, and stylist Nicole Huisman have pledged never to feature cigarettes or vapes in photoshoots. Dutch director Tim Oliehoek promised not to include cigarettes in modern films or series. Artists Nnelg and Sterre Koning will never feature tobacco in their videoclips or on their social media.
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