truth / The Connect Campaign

/ truth / The Connect Campaign



Throughout their history, tobacco companies have done some outrageous things in the name of expanding and protecting their trade in a deadly, addictive product. Unfortunately, it’s all too easy for savvy young people to dismiss it all as part of a Big Business reality that’s far too abstract to elicit any real outrage.

With the Connect truth campaign, our goal was to help bring some of those abstract Tobacco Industry stories to life by demonstrating the relationship between the decisions Big Tobacco makes on a corporate level, and the real-world effects of those decisions. We wanted to encourage young people to look for those relationships in the world around them – to question everything. Because when you take a closer look, it all connects.