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Our target market for The Real Cost campaign is a tough one. Teens are bombarded by messaging, and naturally develop a cynical view of anything perceived as “corporate.” We try not to pander to trends, or tell them who we think they are. Instead we try to illustrate the dangers of smoking cigarettes in a way that does not talk down to our audience while stimulating conversation between the teens and our community managers.
Disapearing Family
"My mom won’t stop smoking and I told her, if she didn’t, she won’t see my younger sister graduate." #RealCostFan