Smoking is terrible for your body. This shouldn’t be news to anyone, especially to smokers who are constantly reminded just how dangerous their vice (or addiction) is. From cigarette packs with health warnings to television PSA’s with regretful smokers speaking from a hole in their esophagus, there’s usually a medium through which the health message gets across.
However, modern and savvy media use platforms to not only provide some kind of value for an audience, but hopefully attempts to use the medium itself to magnify communication. M&C Saatchi Sydney recognized the potential to synthesize Vine’s brevity and smoking’s morbidity with a clear message for an Australian anti-tobacco charity. The repetition of pounding home this memorable statistic can be quite sobering.