We were to come up with a way to reach young kids to stop them from smoking. Kids today do not care about health facts or legal issues. So we figured that the one thing that most of them do care about is their siblings, mainly there younger siblings and how they view and look up to them. So taking this angle we came up with the “Hypocrisy” campaign. This calls out the older siblings that smoke to stop because they are being watched by the younger ones. And if they are going to sit there and puff away they can’t tell the younger kids that they shouldn’t.
Your influences are more important than you think. Siblings are the most powerful role models when it comes to teenage smoking. The Hypocrisy anti-smoking campaign focuses on the growing statistics of teenage smoking within the demographic of older teens between the ages of 16-19. More specifically towards those in the demographic who are influential role models to their younger generations.
Award: Graphic Design USA Award of Excellence