Tobacco companies target teens – whether it’s by outlaw cowboy, cartoon camel or flavored juice-filled nicotine pens – creating an endless cycle of nicotine addiction. To combat this crisis, a growing number of cities have introduced legislation to raise the minimum age of sale for tobacco products to 21. The American Heart Association called on BLDG to create a campaign that would raise awareness and help convince community members, businesses and lawmakers to raise the age to purchase tobacco in Greater Cincinnati to 21.
Our design strategy took the tactics Big Tobacco has used to target teens for more than half a century and used those tactics to fight back. We created an animated campaign that can live both online and off, was light on the tone but heavy on the facts, and looked cool and begged to be worn. Our T21 ambigram logo is our calling card and strikes the right balance between informed design and fashion statement.