Gezonde Generatie

Bedankt voor het roken.

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Background

Smokers are still aggressively tricked into becoming addicted and dying prematurely. De Gezonde Generatie is an initiative that fights for the healthiest generation in 2024. Making sure smoking isn't as widely acceptable is part of the agenda to get to that generation.

 

Insight

One of the most important insights was that it's not the people who are the problem, it's the industry. The people have actually been misled and tricked into smoking.  

 

Idea

Time to reveal the absurd plot twist in a way only the tobacco industry can. We thanked everyone in the Netherlands for smoking. Thank you for believing in our tricks. Thank you for joining us.

 

Result

The message gave the Netherlands munition to fight against the industry and created frustration to make a stand. As part of these efforts, a new initiative started that aims to eliminate the industry @doei.tabaksindustrie.

 

The campaign was established in collaboration with WeFilm HPB and LamaLama.