U.S. Food & Drug Administration’s Center for Tobacco Products
Leveraging partnerships to make a problem impossible to ignore
Tobacco is the leading cause of preventable death in the U.S., with 9 out of 10 smokers starting before they turn 18.
Gen Z smokers believe the consequences – what we call The Real Cost of tobacco – affect only older, lifelong smokers.
The Real Cost aims to make teens hyper-conscious of the immediate risks of early tobacco experimentation and snap them out of their “cost-free” mentality.
Our solution was education disguised as entertainment, meeting Gen Z on their terms, on their platforms: an original Xbox game touted by the world’s most popular gaming influencer; a partnership with the X Games and WWE; an animated character on Adult Swim and their mobile properties; a growing catalogue of audaciously engaging horror and sci-fi TV films; a provocative dare involving search engines; and more.
Awareness among target audience
In savings to the U.S. healthcare system
Prevented youth from initiating smoking
Monthly social media interactions
Gameplays on Xbox with an average of 18 minutes per play