DON’T BURN

THEIR FUTURE

The Challenge

Despite warnings on tobacco products getting more graphic, especially in Nigeria,

its use persists, especially among impressionable youth. This can be directly linked

to innovations and tactics from tobacco producers to entice these younger ones.

Nigeria's Consumer Protection Commission, FCCPC needed to find a way to ​dissuade adults from these harmful practices such as smoking around children, ​sending them on errands to purchase tobacco and introducing them to tobacco.

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The Solution

To tackle this burning National problem, we came up with an idea hinged ​on the fact that the future belongs to the youth, 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 media,

and Nigeria’s first "burning" billboard, all demonstrating how cigarette ​smoking was setting the dreams and ambitions of these young ones ​ablaze. The campaign was highly impactful and a resounding success.

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