California Tobacco Control Program

Here's a fun fact. Teens who vape are three times more likely to smoke tobacco cigarettes one year later. In other words, Big Tobacco is hooking a new generation of smokers right under our noses. As part of the California Department of Health's ongoing crusade against e-cigarettes, we launched a massive campaign to expose Big Tobacco's dirty tactics.

We chose the asterisk as a symbol of our campaign because it represents everything Big Tobacco and e-cigs stand for: deceit.

One of Big Tobacco's oldest tricks is targeting kids with fun flavors like wild cherry and chocolate. We played off of their methods of deception with print pieces as colorful and candy-flavored as their toxic products.

Role Art direction, design
Writer Jessea Perry
Director Kyle Patrick Alvarez
Photographers Justin Fantl, Sean Murphy