The tobacco industry has spent decades using manipulation to recruit new, young customers.
The challenge is that this is a complex topic that quickly becomes very information-heavy.
We wanted to make young people aware of—and indignant about—the tobacco industry’s manipulation. But instead of telling them about the manipulation, we wanted to show them that the manipulation has already taken place—that the tobacco industry is not only putting nicotine in your mouth, but also words.
The myths presented in the films were identified through interviews with the target group and then compared with statements from the tobacco industry.
This ensured that they are authentic and relevant. In this way, we give something familiar a new meaning while sharpening young people’s critical thinking: Who do you think came up with what you’re saying?
