“Growing up smoke-free, that must be the goal for the next generation” is what we received from our client GGD Groningen. We  developed the campaign “Aarzelniet.nl” (“don’t hesitate.nl”).
Where as most anti-smoking campaigns point at the smoker with the pointing finger, this campaign focuses on mutual understanding. This is done by sketching situations where both parties find themselves in a typical uncomfortable smoking / non-smoking situation. The motives and thoughts of both groups are made clear. The underlying thought is; do you understand me, then i understand you. That forms the basis for a conversation. Both groups agree on one thing: create a smoke-free environment for children.

With special thanks to: Photography: Pepijn van den Broeke Film: Joshua Maldonado and Americo Salas Sound: KUDO STUDIO and all top models.