Smoking starts as a teen. Getting teens to think more critically about smoking, to quit and stopping them from starting is the Cancer Society of Finland's mission.

To reach teens, we created the Tobacco Body site, where the facts are presented visually and in a way teens can engage with the site using any device they wish. It was about time that anti-smoking education moved from pictures of blackened lungs in a textbook to the iPad age. 

Tobacco Body was first promoted to teachers for educational use with teens. Next the campaign targeted teens directly. 5.5 million visits to tobaccobody.fi were generated with 11 million page views, and an average of 4.5 minutes spent getting familiar with the negative effects of smoking.

Fittingly for the visual culture of today, the way Tobacco Body presents the ill impact of smoking is very visual and visual. It brings to life the bad influence of tobacco, and makes use of the devices teens are used to using be it a laptop, tablet or smartphone.

Tobacco Body presents scientific facts in an engaging way, which is a perfect fit with the Cancer Society of Finland.

With a minimal budget of 15,000 euros, one ad and mainly PR, we created worldwide buzz.

– 1 week, 1 million visits

– 5.5. million visits to tobaccobody.fi, 11 million page views

– 6 million euros worth of global press coverage

– Widespread sharing on Facebook – 85% of visitors came through Facebook.

– Average time spent on site 4.5 minutes.