Client World Health Organization (WHO)

Deliverables Social Media Strategy Influencer Marketing Evaluation Report

Digital Campaign: World No Tobacco Day - Exposing the tobacco industry’s environmental impact on the planet

The focus of the campaign was to expose how the tobacco industry is poisoning the environment and impacting our health.

Most people are aware that smoking affects their personal health and increases their risk of disease. But many people are still unaware of how the tobacco industry as a whole is impacting the planet – and therefore, affecting everyone’s health regardless of whether or not they are smokers.

Our goal was to create an online campaign based on research provided by WHO that exposed the industry’s ‘greenwashing’ and empty claims about its sustainability.

Environmental impact is by no means a new conversation, it’s on every front page and corner of the internet. The challenge was to stand out above the tobacco industry’s ‘greenwashing’ and deliver a successful awareness campaign in the run up to World No Tobacco Day (31 May).

As a Digital Strategist, I led the influencer marketing component of the #TobaccoExposed campaign, collaborating with climate activists and content creators to expose the environmental damage caused by the tobacco industry. I also developed the final campaign evaluation report.

The campaign reached millions online and gained global press attention for its bold stance on the tobacco industry's unsustainability.

The campaign video was watched 36 million times.

The campaign directly reached 248 million people worldwide, generating 2.6 billion impressions and 2.3 million engagements.

13 content creators participated, generating 18.7 million impressions and over 1.1 million video views.