TBWA\Paris Looks #BEHINDTHEPACK To Reveal The Plight of Children Working For The Tobacco Industry

TBWA\Paris tells a previously untold story behind the 3 billion packs of cigarettes smoked in France each year. While prevention messages about the dangers of smoking are well known to young people, few know that 1.3 million children work for the tobacco industry and absorb the equivalent of 50 cigarettes per day through the skin.

In order to give a new reason to stop smoking, or never to start, the ACT-Alliance contre le tabac (Against Tobacco) has decided to denounce what is really behind the cigarettes smoked in France each year with a Snapchat lens, signed TBWA\Paris. Thanks to augmented reality and #BEHINDTHEPACK lens, the messages and visuals of cigarette packs are diverted and give way to the testimonies of children exploited, out of school, sick, because of the tobacco industry.

This is a new way to make the younger generation aware of this murderous business, so that each pack in their hands is the last. Behind the pack lies an even more cruel reality, the lives of other young people in danger in the tobacco fields.

Here’s a case study film that outlines the #BEHINDTHEPACK campaign.