I Love My Lungs
The monies from the Tobacco Settlement spent in South Carolina were some of the lowest in the nation. The state has the lowest tax on cigarettes and some of the highest smoking rates. Brains on Fire helped create a sustainable, youth-led anti-tobacco use movement, using no traditional media. Instead, word was spread through peer-to-peer interactions. The results are 4,000+ active, out-there members participating on their own.
Since then, a 2006 study found that South Carolina has had one of the highest smoking rate drops in the nation – 19.1% One of the key elements to this movement’s effectiveness is its visual identity. My role was to bring life to the brand with bright, playful and engaging imagery – something the teens could embrace and share. This work actually won an Effectiveness (Effie) Award, proving how effective Rage Against the Haze really was.