You're not a smoker. At least that's what you tell yourself. You only have a smoke when you're out with friends, after a hard day at work, or when you just need to unwind. But wait a sec...when you add up all those "just this once" moments, you start to see you might be a smoker after all. Our "Never Just a Smoke" campaign for the California Department of Public Health asks social smokers to take an honest look at their habits and educates them on the cumulative dangers of even one occasional cigarette.
Project
Broadcast
Role
Art direction