The idea was to take over an outdoor adventure store and replace the price of items with the price of cigarettes, then capture smokers' reactions through hidden cameras. Afterwards, we would interview them about their experience and how they felt about the cost of smoking.

The Smoker's Store was implemented over two days in a real outdoor adventures store, using real smokers. A video was created that ran online through Tobacco Free Florida's social media, YouTube page, and Smokers Store landing page, which allowed smokers to calculate how much money they had spent on tobacco. In addition, the video was placed in theaters throughout the state of Florida. The landing page is still live. http://tobaccofreeflorida.com/costofsmoking/

The content received 1,073,721 views on social media, 2,127,570 impressions in theaters, and 350K video views on the landing page in the 2 months since it went live.