Since the rise of social networks, especially like Twitter, social media has been the voice of the younger generation. We wanted to show these young teens what their voice could sound like if they keep smoking.

For every tweet bragging about cigarettes, a video reply was directed as a response to the person who tweeted the original post. The video reply showed a volunteer who lost his / her voice, as a result of smoking-related laryngeal cancer, reading the original tweet with their now damaged voice.

This allowed the message to directly speak to young smokers in the heat of the moment while they were talking highly of cigarettes online.

During a couple of days in December and January, the tweets that were posted containing tags and words related to smoking were replied to live through the video from the volunteers.

In the following weeks, posting continued and replying of all tweets recorded during those days. More than 500 tweets were individually replied.

Teens were surprised by this powerful, unexpected and fast reply, engaging and dialoguing with ADESF and the campaign soon after. Many liked and retweeted the videos, making the message reach even further among their followers.

Using this direct approach with the target audience we helped overcome the barrier that teenagers create when exposed to social message campaigns.

Teens were more willing to interact with the campaign, liking it, replying to it and retweeting it while engaging more people in their networks and spreading the message even further.

Many even reached out even further, pleading directly to ADESF to help them to quit smoking.