While teens are aware of tobacco’s health dangers, they’re hardly deterred by such risks. However, 86% of teens surveyed said they’d rather date a non-smoker. So we employed a unique strategy—smoking is bad for one’s social life. Hence, the tag: “Wanna smoke?” “NO STANK YOU!” And to stay relevant to such a restless audience, we invented a system of “Constant Re-engagement.” We produced an ever-changing supply of No Stank You products and content, including over 30 TV spots and viral videos. All messaging led to nostankyou.com, which featured a regularly updated video blog.

To achieve “Constant Re-Engagement” with teens, we produced a fluid supply of No Stank You content, including over 30 TV spots and viral videos—many only 5 seconds long. As well as the first-ever one-second radio spot. All messaging led to nostankyou.com, which featured a regularly updated video blog.

No Stank You messaging was constantly refreshed with new, unexpected executions both in broadcast and online. And to invite peer-to-peer sharing of No Stank You content, we made it simple for teens to grab TV spots, viral videos, vlog episodes and emoticons from nostankyou.com to place on their own blogs and MySpace pages.