The Real Cost social media

The Real Cost is an anti-smoking campaign that aims to teach teens the facts about cigarettes so they can make their own decisions. The problem is, teens are bombarded daily with content that glamorizes smoking.

We decided to get in on the conversation by going straight to the source: Tumblr and Instagram. We successfully disrupted teens' feeds with messaging to make them rethink smoking.

We even took home the 2016 Shorty Award for Best Tumblr Presence.



AD: Adolfo Gutierrez 

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The Real Cost website

Teens don't want to read long articles to learn about smoking. So we redesigned The Real Cost's website, going from longform content to bite-size, shareable tiles that pack a punch with no-frills copy and powerful visuals.

AD: Adolfo Gutierrez

    Here's a few of our favorites:

 

 

Here's a few of our favorites:
Smoking gives you ashtray breath.

Smoking gives you ashtray breath.
Nicotine is highly addictive.

Nicotine is highly addictive.
BERYLLIUM: Found in nuclear weapons and cigarette smoke.

BERYLLIUM: Found in nuclear weapons and cigarette smoke.
Cravings suck, but they'll pass, and you'll have time for better things.

Cravings suck, but they'll pass, and you'll have time for better things.
Most people get hooked before they even realize it.

Most people get hooked before they even realize it.
FORMALDEHYDE: Used to preserve dead bodies, and found in cigarette smoke.

FORMALDEHYDE: Used to preserve dead bodies, and found in cigarette smoke.
Cigarettes send nicotine from your lungs to your brain faster than ever before, making them more addictive.

Cigarettes send nicotine from your lungs to your brain faster than ever before, making them more addictive.
Smoking causes wrinkles and gray skin.

Smoking causes wrinkles and gray skin.
HYDROGEN CYANIDE: Found in insecticide and cigarette smoke.          

HYDROGEN CYANIDE: Found in insecticide and cigarette smoke.

 

 

 

 

 
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