Challenge
How do you talk about smoking to a generation that has already written off the traditional cigarette as something “for boomers,” yet in the meantime vapes, smokes heated tobacco, and chews nicotine pouches between classes — convinced that the alternatives are harmless?
Solution
A concept – “Sfùmati!” – that uses the creative, direct, and provocative language of younger generations to dismantle the false sense of security around new devices. The message is clear and operates on multiple levels: smoking is harmful, the alternatives are just as harmful, and mixing them creates unprecedented chemical cocktails. Added to this is environmental awareness, because cigarette butts and e-cigarettes are also waste that pollutes and must be disposed of properly. All of this is expressed through an informative landing page, thematic videos, and offline materials designed for healthcare facilities, schools, and public spaces.
Community Factor
A top-down ban doesn’t change a habit. A truth told in the right way, with the right language, does. Rather than pointing the finger in an accusatory tone, “Sfùmati!” stands alongside young people, gives them the tools to recognize what they have in their pocket, and guides them on a path toward awareness. A public health campaign that becomes a shared conversation — among peers, at school, within families, in public spaces.
