To young people, smokers look cool, bad and popular. We wanted to change the way youths think about smoking. We thought of things that they like. One thing most of them have in common is an interest in young celebrities and gossip.

Therefore, we created a magazine called "Burn!". It is the world's first anti-smoking gossip magazine. Burn is a magazine that burns celebrities who smoke. It looks exactly like any other gossip magazine. The content is also like in any other gossip magazine: paparazzi shots, stories about sports heroes and rock stars, a health column, shocking revelations, pin-up pictures and even a horoscope. We lured teenagers into reading gossip but we delivered anti-smoking messages. To complete the scam, we sold advertising space to those who advertise in other gossip magazines.

We got a professional journalist to write the stories of the magazine. All the editorial material was done and edited for this purpose only. So it was a real magazine with real stories. Then the magazine was printed and distributed as an attachment between magazines targeted to young readers. We also distributed it at events, schools, youth centres and youth homes. Kids could also read the online version if they were not able to get the printed magazine.

According to research, kids immediately realized that someone was trying to teach them something. They still continued to read because the stories were interesting and in an entertaining format. In our study kids gave the magazine 8.5 points out of ten. We were able to talk to them about lot of different things like child labour at tobacco plantations and how animals suffer from passive smoking. Schools even asked us for more copies of the magazine. We were also able to contact difficult target groups like kids in foster homes. Burn was planned as a one-shot, but because it was such a hit, there have already been three issues made. The feedback was so positive that we have already made three issues and the print run has grown from 60,000 to 100,000 to 160,000.Usually ad agencies do an anti-smoking poster with a skull. We created a permanent media. The fourth issue of Burn will be published in autumn 2011.