Aimed at exposing the deceptive practices of the tobacco industry, this campaign frequently featured survivors of smoking-related illnesses. The raw, unfiltered testimonies of individuals living with laryngectomies or severe emphysema stripped smoking of its glamorous veneer, contributing to a historic decline in youth smoking rates.

If you are a nonprofit leader, health communicator, or activist looking to launch a campaign, do not start with a logo. Start with a listening session.

[Survivor Narrative] ──> [Campaign Infrastructure] ──> [Policy Change & Education] 3. Case Studies of Global Impact