Illustrations for an interactive anti-smoke campaign promoted by the French organization for prevention and health education.
A dedicated website, entitled www.libre-or-pas.fr in which young people can complete an illustrated and animated interactive form. Some questions apparently not related to the cigarette are first asked: "What is your LOL video of all times", "what is your cult movie", "what is your favorite song", etc.. And finally, "Are you a smoker or non-smoker."
A questionnaire which tends to make young people understand that changing habits, as his musical or cinematographic tastes or changing friends is much easier than to quit smoking. A few months later, at the end of the school year, teens are invited to complete a new form and compare answers. Always a fan of Justin Bieber? Still smoking? If they are still non-smokers it means that they are still "free" and they still have a chance to say no to the cigarette. If they are still smoking that means that they are not free and that it won't be easy for them to quit.
Agency: DDB Paris Production:MediaMonks