• Creative concept
  • Campaign strategy
  • Media strategy
  • Influencer strategy
  • Community management

Trying to be cool is not cool

Smoking is on the rise among young people in Denmark. So, the Danish Health Authority decided to make a campaign to prevent teenagers from beginning in the first place. No easy task.

Several campaigns have tried and failed. Tell teenagers not to smoke and they will – well, start smoking. There are plenty of arguments, against smoking, it’s dangerous, it smells, it’s expensive, and you’ll get addicted. But none of these arguments resonates with teens, who think they are immortal. So, we decided to skip all sensible arguments and rational reasoning. Instead, we turned their attention toward themselves and what they are actually thinking, deep down, when they light up.

By exposing them to the real reasons they take up smoking, we got them to reflect on a very simple question, BUT WHY?