Legacy for Health

Arnold Worldwide *Lead Agency

Pete Favat - CCO
Josh Bean - Art Director
Mike Costello - Assoc. Creative Director, Art Director
Katherine Dawson - Art Director
Bryan Karr - Copywriter
John Kearse - SVP Creative Director
Megan Kotula - Mktg. Analyst
Paul Nelson - EVP, Executive Director
Meghan Siegal - VP, Creative Director
A. James Stone - Art Director

PHD

Smoking is at an all-time low but Big Tobacco is selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill. The Unsweetened truth campaign exposed teens to Big Tobaccos newest tactics to get customers hooked on tobacco by posing the question, Why do they make tobacco taste sweet? The campaign successfully increased engagement with provocative social media and videos. Legacys research also showed an increase in negative attitudes toward Big Tobacco, which has been a key indicator of teens intentions not to smoke.