Center for Tobacco Products

Kathy Crosby, Director of the Office of Health Communications and Education
April Brubach, Deputy Director Health Communication and Education
Gem Benoza, Director, Division of Public Health and Education

FCB New York *Lead Agency

Suzanne Santiago, Group Management Director, EVP
Dimas Adiwiyoto, Account Director, SVP
Ari Halper, Chief Creative Officer, EVP
Gary Resch, Executive Creative Director, EVP
James Meiser, Associate Creative Director
Mallika Rao, Account Director
Ally Morrow, Account Supervisor

Short attention spans and an aversion to ads mean it’s harder to expose at-risk teens to the critical facts necessary to stop them from trying cigarettes.  Our approach? Instead of competing with the content they consume, we needed to become the content they consume. Enter One Leaves, an engaging and haunting video game that starkly brings to life the risks of smoking. The results are staggering: hundreds of thousands of teens engaged with our content for over 14 minutes each, fueling anti-smoking attitudes and behaviors.