Creative Outrage: Enter our Contest to Expose the Truth about the “Be Marlboro” Campaign
Philip Morris International ads found to target youth
Posted by: Editor | Apr 21, 2014
Last month, the Campaign for Tobacco-Free Kids and other public health groups issued a report exposing how Philip Morris International (PMI) is conducting a global marketing campaign for its best-selling Marlboro cigarettes that uses themes and images sure to appeal to youth.
The “Be Marlboro” campaign has spread to more than 50 countries despite being banned by a German court for targeting teens. The campaign associates “being Marlboro” with falling in love, playing music, partying, engaging in adventure sports and other activities popular with youth.
What it doesn’t tell you is that smoking Marlboro leads to lung cancer, heart disease, other serious diseases and, all too often, premature death.
Do you find these “Be Marlboro” ads to be as dangerous and ridiculous as we do? If so, help us tell the truth about Marlboro by creating a mock ad and entering it in our new Brand Jamming Contest. Channel your creative outrage and let’s take Marlboro’s absurd ad campaign to its logical conclusion.
Winning entries will receive $500. More importantly, they will help us pressure PMI to end this harmful campaign.