A Non Smoking Generation
“Brunsås dödar” – “Gravy kills”
Imagine you are the manager of a supermarket. One day a salesman knocks on your door to show you his products. Every one of them has a sticker warning you that you could die if you consume it. Would you choose to stock his products?
This question was the basis of the campaign from Swedish NGO A Non-Smoking Generation with focus on WHO World No Tobacco Day 2009. The campaign lobbied for the banning of all tobacco products from shops. In the campaign, carrier bags full of regular groceries were delivered to the HQs of leading supermarket chains by the NGO’s General Secretary Fredrik Söderhielm. On every product there was a warning sticker usually used on cigarette packages, plus a thought-provoking letter.
The stickers obviously were fake, but the warning signs on tobacco products are still most certainly for real.
The campaign created big media attention. Swedish national radio channel P3 broadcast a feature in which the Environmental Manager of Axfood, Åsa Domeji, discussed the issues as she was given one of the carrier bags.
Creatives: Fredrik Forsling, Magnus Uddenberg and Gottfried Gemzell
PR-producer: Marko Määttä
Photo: © Special Braning Projects and Hungry Hippo
Agency: Collaboration