FDA, Center for Tobacco Products

Kathy Crosby, Director, Health Communication and Education
April Brubach, Deputy Director, Office of Health Communication and Education
Gem Benoza, Director of Campaigns
Michael Murray, Health Communications Specialist
Tesfa Alexander, Lead Health Scientist in Health Communication and Education

FCB New York *Lead Agency

Jeff Tarakajian, EVP, Group Management Director
Suzanne Santiago, Group Management Director, SVP
Ari Halper, Chief Creative Officer
Gary Resch, Executive Creative Director - EVP
Mark Hall, Senior Strategic Planner - VP

Initiative

Teenagers like doing risky things. The adolescent brain seeks new experiences, underestimates consequences, and feels rewarded by taking risks – it's a natural part of development from childhood to adulthood. But it also leads some teens to try a cigarette, even though they know smoking is bad for them. So we went beyond simply telling them about the dangers of cigarettes, and instead gave them a visceral, negative experience linked to cigarettes: an experience that feels risky – in place of a behavior that actually is risky.