Don't Burn Their Future

Statistics from the World Health Organization (WHO), indicates that tobacco kills more than 8 million people annually (smokers & non-smokers), a largely preventable death rate. Despite warnings on tobacco products getting more graphic, especially in Nigeria, its use persists, especially among impressionable youth. This can be also be linked to innovations and tactics from tobacco producers in enticing these younger ones.

To tackle this burning National problem, Nigeria's Consumer Protection Commission, FCCPC needed to find a way to dissuade adults from these harmful practices. So, we came up with an idea that was hinged on the fact that the future belongs to the youths, they are the next generation of CEOs, techpreneurs, doctors, etc. However, if they start smoking early, they are very likely to cut short their ambition because of the addiction and health implications of smoking.

To bring this to life, we leveraged one of Nigeria’s biggest exports - Nollywood and created a 26-episode Nollywood telenovela with a storyline that dramatises the dangers of smoking, in a format that is loved by Nigerians. This was heavily supported by a national campaign that included TV, OOH, social, and Nigeria’s first "burning" billboard, all demonstrating children's dreams going up in smoke. Across the entire campaign, our executions featured the extensive use of fire and burning effect to grab attention and deliver the message in a way that stops the audience in their tracks.