Teenage girls are skeptical of marketing and their youth means they have a ‘live forever’ belief that negates the risks. We needed to find a way to confront them with the real long-term realities of smoking – not death, but ugliness!
We created ‘make-unders’ that transformed consumers and bloggers into their future selves – confronting themselves with the consequences of their actions in a stark and hard-hitting way.
118 ‘make-unders’ over 4 days of activations.
194,357 content views with completion rate of 61%.
14.1 million Australians reached.
$325,000 in earned media value.