Social smokers, ages 21 to 35, typically don’t view themselves as “smokers”–and thus underestimate the harm of lighting up socially. To raise awareness of this not-so-little lie folks tell themselves, agency Duncan Channon created this campaign for client the California Department of Health’s CA Tobacco Control Program (CTCP),
Among the campaign elements is “Date,” a digital video spot which uses social tension to generate an “oh shit” realization for a young person who realizes he is indeed a smoker. Production house MJZ’s Hoffman/Metoyer–the duo of Will Hoffman and Julius Metoyer–directed this and another spot in the campaign.
“After discovering that young people who smoke socially rarely see themselves as smokers, we wanted to play with this distorted perception about the pervasiveness of their habit–as well as its harm,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “The campaign places young people in true-to-life social situations that force a moment of self-realization about the truth of their smoking and its impact. We strip away the excuses used to defend social smoking–leaving the viewer with the stark reality of their smoking and its health consequences.”
Credits
Client California Department of Public Health, California Tobacco Control Program Agency Duncan Channon Anne Elisco-Lemme, Michael Lemme, creative directors; Shannon Burns, lead designer/art director; MJ Deery, lead copywriter; Derek Taylor, copywriter; Chris Onesto, art director; Scott Whipple, studio designer; Keenan Hemje, Christine Gomez, sr. broadcast producers; Eric Kozak, sr. digital producer; Emily Sarale, producer; Andy Berkenfield, chief strategy officer. Production MJZ Hoffman/Metoyer, Will Hoffman & Julius Metoyer, directors; David Zander, president; Eriks Krumins, sr. exec producer; Suza Horvat, producer. Editorial Cabin Edit Isaac Chen, editor; Carr Schilling, exec producer; Michelle Dorsch, producer; Kurt Zhuang, finishing. Audio Post One Union Studios Joaby Deal, sound engineer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, creative director; Ashley Benton, producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The filmโs protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a childโs life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace โ Preventive Programs, the founding organization of the โBullying-Free Schoolsโ program, which has been equipping institutions with resources to combat school violence for 12 years.
โResearch indicates that stains on a uniform can... Read More
