Danielle Evans developed a statewide campaign through the Florida Department of Health, aimed at rural and lower income families whose smoking habits inhibit their quality of life. Tobacco usage impacts more than a physical body; lifestyles suffer through family or individual use, which is why the campaign focused heavily on children, vacation, and favorite hobbies.
Each vibrant image and playful gif was shot (by photographer Jeremy Kramer) to accommodate a 16:9 ratio for web/social, as well as 22:8 and 22:9 ratios for electronic billboards and OOH marketing.
All five executions corresponded to the campaign's Tobacco Calculator, allowing visitors to tally smoking expenses based on brand and packs per day. The total was relayed as the cost of camping equipment, fishing tackle, and school supplies.