THE SKIP
/ Product Innovation /
Studies show that the more attempts someone makes towards quitting smoking,
the higher their chances are of quitting for good. The Skip took that insight and gave
smokers a way to "skip" their way to quit.
The Skip could fit perfectly in a pack of cigarettes and could track your progress.
You could also sync it up online and connect with other skippers.
THE SKIP
/ Product Innovation /
Studies show that the more attempts someone makes towards quitting smoking,
the higher their chances are of quitting for good. The Skip took that insight and gave
smokers a way to "skip" their way to quit.
The Skip could fit perfectly in a pack of cigarettes and could track your progress.
You could also sync it up online and connect with other skippers.


TUMBLR TAKEOVER
/ Social /
Teens hang out on tumblr and are inundated with imagery that glamorizes cigarettes.
So we created hundreds of posts to blow some smoke back at cigarettes.







FDA LETS TEENS KNOW THAT ANY REASON IS A BRILLIANT REASON NOT TO SMOKE.
/ INTEGRATED CAMPAIGN /
ECD: Gary Resch, CD/AD: Megan Williams, AD: Lim Win, CW: Eva Schneider
We asked teens to share their #ReasonsNotToSmoke and created a massive user-generated arsenal of reasons teens could use when faced with peer pressure.




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