Part Time Smokers

WE SMOKE FOR THE WRONG REASONS.

QUIT FOR THE RIGHT ONE.

 

PART-TIME SMOKERS

They’re headstrong, but they’re not stupid. They understand the dangers of smoking. It’s a reason why they cut back to begin with, or perhaps even quit completely for a length of time. They know the risks, but they’re too stubborn to take themselves and their overall health that seriously.

PROBLEM + OPPORTUNITY

Instead of confronting smokers with shock value we can reinforce what they already know by positioning it in a new light. They know smoking is bad, but they still find enough things worthwhile in the experience to keep smoking on a part time basis.

Part-time smokers are good at making excuses. We can help take away their excuses by positioning what they already know is bad about smoking up against their rationale. We can position their excuses against their existing knowledge.

CAMPAIGN VOICE

You’re too smart to keep making excuses for something that you know is bad for you.

You smoke for the wrong reasons. Quit for the right one.

 

 

photography and design by Kaila Bittinger

 

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