Don't Burn Their Future
This award-winning campaign, recognized at the Pitchers and Lisbon Advertising Festivals, tackled Nigeria's tobacco use, which kills over 8 million people annually (smokers and non-smokers). Despite graphic warnings, tobacco use persists, especially among youth, partly due to marketing tactics. To address this, Nigeria’s FCCPC launched a campaign highlighting the impact of smoking on youth’s futures. We created a 26-episode Nollywood telenovela and supported it with a national campaign featuring TV, OOH, and Nigeria’s first "burning" billboard, symbolizing children's dreams going up in smoke. The use of fire effects captured attention and conveyed the message powerfully.
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