My client for almost 15 years, The Cancer Society of Finland, briefed us a youth anti-smoking campaign in 2008.
Instead of ads, we proposed a magazine that looked just like Finnish gossip magazines. The only difference was that all stories were about teenage celebrities and linked to smoking. We named the magazine Käry, which means Burn, because it “burns” celebrities.
The idea worked well among the kids who are hardest to reach and most likely to start smoking: kids of troubled families in the lower middle-class. In their opinion the magazine was made with respect to their taste, so they didn’t mind the educational bits.
Thanks to the positive feedback, Käry is already on it's 9th year. The case video is from 2010.