To young people, smokers look cool, bad and popular. We wanted to change the way youths think about smoking. We thought of things that they like. One thing most of them have in common is an interest in young celebrities and gossip.

Therefore, we created a magazine called "Burn!". It is the world's first anti-smoking gossip magazine. Burn is a magazine that burns celebrities who smoke. It looks exactly like any other gossip magazine. The content is also like in any other gossip magazine: paparazzi shots, stories about sports heroes and rock stars, a health column, shocking revelations, pin-up pictures and even a horoscope. We lured teenagers into reading gossip but we delivered anti-smoking messages. To complete the scam, we sold advertising space to those who advertise in other gossip magazines.

The campaign's feedback was also exceptionally positive. Schools asked us for more copies of the magazine. Burn was planned as a one-shot, but because it was such a hit, there have already been three issues made. Usually ad agencies do an anti-smoking poster with a skull. We created a permanent media. The fourth issue of Burn will be published in autumn 2011.

The magazine was distributed as an attachment between magazines targeted to young readers, at events, schools, youth centres and youth homes. According to research, kids immediately realized that someone was trying to teach them something. But they didn't care. They carried on reading because the stories were interesting and in an entertaining format.