#SmokingBlind

#SmokingBlind, an awareness campaign in the US to help prevent irreversible vision loss caused by smoking, partnered with non-profit Prevent Blindness to warn people about how smoking can cause blindness.

Campaign details

Brand: #SmokingBlindAgency: McCann Torre LazurCountry: USA

Marketing Context

In this first-time campaign, SmokingBlind was entering into a crowded public arena where heavy anti-smoking campaigns have dominated with messaging typically focusing on the risks of cancer and emphysema. Our goal was different—we wanted to bring more awareness to the link between blindness and smoking, a hugely unknown fact, to help save people's sight. People know about the risks of cancer and death with smoking, but many are unaware that smoking can cause blindness. In fact, 76% of Americans are unaware of this risk. The...

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