The ‘Censored’ creative was designed to appeal to teenagers’ desire for forbidden fruit. This worked hardest with online games as the ‘censored’ sticker peeled away to reveal the disgusting truth of burger & hot dog ingredients.Elsewhere ‘Censored’ posters mirrored the creative approach, media strategies and consumption points of the fast-food giants. Fake hotdog carts were placed outside cinemas. Sampling squads dressed like counter staff targeted fast-food outlets with health leaflets disguised as fast-food menus.

This campaign captured the imagination and generated an amazing 30% improvement in teenager’s attitudes to healthy eating. The impact rippled far wider with parents, teachers, and journalists lending support to our campaign. Our favourite achievement, however, was when McDonald's began an immediate response campaign crediting and agreeing with our message!