Reality Check NY
Challenge: Teens are constantly bombarded by manipulative tobacco advertising—big tobacco spends millions to hook young people, and these ads are everywhere. The NY Department of Health wanted to bring awareness and help teens recognize these tactics.
Solution: Give teens a creative and personal way to fight back: we designed bold, eye-catching sticker ads that they could place over tobacco ads, anywhere they saw them. Plus, we amplified this with a mall event, where teens could engage in games, connect with advocates, and even pledge their commitment to staying tobacco-free.
Role: Copywriter
