Don’t Burn Their Future
Advocating for a smoke-free future for Nigerian youth
The Situation
Despite warnings on tobacco products getting more graphic, especially in Nigeria, its use persists, especially among impressionable youth. This can be directly linked to innovations and tactics from tobacco producers to entice these younger ones. Nigeria’s Consumer Protection Commission, FCCPC needed to find a way to dissuade adults from these harmful practices such as smoking around children, sending them on errands to purchase tobacco and introducing them to tobacco.
The solution
To tackle this burning National problem, we created a pan-Nigerian advocacy campaign called –
“Don’t Burn Their Future”. Leveraging one of Nigeria’s biggest exports, Nollywood, we created a 26-episode Nollywood telenovela dramatising the dangers of smoking, in a format loved by Nigerians.
This was heavily supported TV, OOH, social media and Nigeria’s first “burning” billboard, all demonstrating how cigarette smoking was setting the dreams and ambitions of young Nigerians ablaze.
