Young teens are all about brands. Unfortunately, big tobacco’s got some huge ones. So to get image-conscious kids to refuse tobacco, we needed them to embrace “no” as a hot brand. TV spots led kids to NoStankYou.com where they found an extensive line of free No Stank You fashion tee shirts. More than wearable billboards, these were educational tools, with anti-tobacco messages printed inside. Kids earned free shirts by submitting designs, rating designs, and recruiting friends to join No Stank You with banners on their personal sites. Kids have submitted over 19,000 designs and spend over 7 minutes on nostankyou.com.

Our challenge was get the world’s most image-conscious target to embrace “no” as a hot brand. To do that, we turned to fashion and social networking. TV spots introduced the “No Stank You” brand. And each spot ended with a sweet offer and directed teens to nostankyou.com. At nostankyou.com, kids found a full line of free “No Stank You” fashion tees. To get a free tee, kids were invited to become No Stank You’s co-creators, ambassadors, and models. Then kids helped us announce the new styles with banner ads on their personal sites.