WHY?

The purpose of these advertisements is to spark ideas and start a conversation, asking “Why?”. Whether that be, “Why did I not know this about my community?”, or “Why is it that my people are more at risk and what can I do to prevent it” the statistical facts would be out there for the people to understand their stance and want to do something to prevent themselves and future generation.

Not every piece in this campaign had to be a statistic, but they did have to be factual. Through weeks of research and countless trusted cancer research sources I had created a list of statements and statistics that I wanted to use throughout the campaign.

Through the creation of collage style works using many different elements, including vintage ads from cigarette companies and fast food companies, a compelling series of pieces was made to draw the attention of viewers and as their attention was on this interesting piece of work, the factual statements are there to make the viewer question what they know. The campaign was inspired by the marketing tactics of anti-tobacco companies such as TRUTH, to have a gritty and guerilla marketing style to it.