U.S. Food & Drug Administration’s Center for Tobacco Products
Leveraging partnerships to make a problem impossible to ignore
Year:
2019
Capabilities:
Digital Products.
Media.
Problem
Tobacco is the leading cause of preventable death in the U.S., with 9 out of 10 smokers starting before they turn 18.
Insight
Gen Z smokers believe the consequences – what we call The Real Cost of tobacco – affect only older, lifelong smokers.
Strategy
The Real Cost aims to make teens hyper-conscious of the immediate risks of early tobacco experimentation and snap them out of their “cost-free” mentality.
Solution
Our solution was education disguised as entertainment, meeting Gen Z on their terms, on their platforms: an original Xbox game touted by the world’s most popular gaming influencer; a partnership with the X Games and WWE; an animated character on Adult Swim and their mobile properties; a growing catalogue of audaciously engaging horror and sci-fi TV films; a provocative dare involving search engines; and more.
92.1%
Awareness among target audience
$53B+
In savings to the U.S. healthcare system
587,000
Prevented youth from initiating smoking
3.7MM+
Monthly social media interactions
1.6MM+
Gameplays on Xbox with an average of 18 minutes per play
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network