Anti-Illicit Tobacco Campaign
The Brief
Illicit tobacco isn't just a tax issue. It's a story about economic drain, community safety, and the real costs hidden in plain sight.
This campaign brought that story to life, pairing hard data with bold creative to shift how people see the trade. The goal wasn't just awareness; it was to spark policy conversations and nudge consumers toward better choices.
The campaign was brought to life with this 15-second ad.
The consequences were presented in a police lineup format.
A trivia game was then created to test users' knowledge of the consequences of buying or selling illicit tobacco.