The ASH organization was faced with the recent increase of 20-something smokers. It’s a group that doesn’t believe smoking will kill them. When asked, almost all of them will tell you that they plan on quitting in the future. So death threats do not work. A different approach needed to be taken to hit home and make quitting relevant to their current lives. So we conducted a social experiment on the dating app Tinder that proves smoking is found unattractive in the dating world.

Selected Press: Fast Company, Creativity, Washington Post, Ad Age, Marketing Magazine, Campaign Magazine, The Daily Dot, FWA, Yahoo, Marketing Land, shots, CNN, Fast Company 2, Fox 6