World No Tobacco Day: How to expose the industry’s dirty tactics

THE BRIEF

The tobacco industry has never sold cigarettes.

It sells freedom, belonging, and fun, and it has no problem targeting kids. For World No Tobacco Day 2025, WHO needed a campaign that could expose the industry’s deception.

THE CREATIVE

The concept was simple: cast the tobacco industry as the Pied Piper. A charismatic man in a black suit moves through a bustling urban street, luring customers with colourful, enticing gifts that slowly reveal themselves to be nicotine pouches, vapes, and cigarettes. As the film turns, the vibrant colours fade to grey and the true cost becomes clear. Above the cart, a sign appears: Addiction Emporium. Alongside the hero film, a suite of social media assets across seven platforms called out the industry’s playbook directly – targeting everyone from children with candy-flavoured vapes to long-term smokers.

THE FILM

CAMPAIGN ASSETS

THE IMPACT

The campaign significantly outperformed the previous year across every platform. On Instagram, the top post reached 1.09 million people and generated 27,000 likes. On Facebook, the top post earned 900 shares. On TikTok, the hero video achieved 7.8 million views.

THE DETAILS