FDA Center for Tobacco Products

April Brubach, Chief Marketing Officer
Gem Benoza, Director of Campaigns
Michael Murray, Campaign Manager
Tesfa Alexander, Lead Health Scientist

FCB Garfinkel *Lead Agency

Jeff Tarakajian, EVP, Client Services
Suzanne Santiago, SVP, Group Management Director
Gary Resch, EVP, Creative Director
Enslow Kable, SVP, Group Strategic Planning Director
Mark Hall, VP, Acct. Director
Julie Arndt, VP, Acct. Director

Initiative

MXM

FleishmanHillard

Pony Show Entertainment

At-risk teens believe addiction and smoking-related death and disease only affect older, long-time smokers. How do you get these teens to stop experimenting with cigarettes? You depict the consequences of smoking in ways that feel immediate and meaningful. We reframed smoking-related health consequences and addiction as costs to their appearance and a loss of the control they so desire. In doing so, we caused at-risk teens to reassess their tobacco beliefs, moving them to being closed to future tobacco use.