A tobacco-prevention campaign targeted toward 13 - 17 year olds.
We saw so much success changing behavior, we even won a Gold Effie. 

Partnering with Universal Music Group, we identified musicians who want to be involved in our cause and who also resonate with our target. Music producer and DJ, Zedd, was the first collaborator, performing an original version of his #1 hit and VMA-winning song, Stay The Night and sitting for an interview.

Jessie J's Masterpiece was the perfect anthem for our brand and our message. Non-judgmental in tone, aspirational, positive, it hits all the points we would ever want to hit. She also gave us a great interview, speaking passionately and confidently about her decision to not smoke cigarettes.