The American Lung Association was in need of a campaign concept to identitfy with youth and young adults to help convince them of the dangers of smoking. A creative multi-media campaign was created to target both print and web applicaitons.
This leading organization is working to save lives by improving lung health and preventing lung disease through education, advocacy and research. A campaign targeted towards teenagers, who are synonymous for being difficult to influence, was designed to appeal to their interests and concerns.
A series of print components were created around effective copy writing and then implemented in an interactive web experience. The ads were designed to run in popular youth magazines. Additional items such as bags and shirts can be purchased on the website, which was optimized to work on all devices and platforms.