CA DEPT. OF PUBLIC HEALTH COME CLEAN
We focused on a crucial, yet unknown, health issue: environmental pollution from cigarette butts. Because most smokers are unaware that a finished cigarette continues to poison the environment, our strategy was to set the record straight at ground level. This goal led to a highly visually engaging, resourceful execution, featuring out-of-home installations built from actual cigarette butts and graffiti-style art in the media. The "Come Clean" campaign directly educated the audience on the lasting environmental damage through a bold, impactful aesthetic.
