The California Department of Public Health wants people to know that "only smoking socially" is still smoking.

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. 


Art direction

Agency  Duncan/Channon
Creative Director  Anne Elisco-Lemme
Copywriter  Derek Taylor
Designer  Shannon Burns