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While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy pack-a-day smokers, this campaign tapped into the insight that social smokers age 21 to 35 typically didnt view themselves as smokers and thus, underestimated the harm of lighting up socially

In this instance, what could have passed as a straight take on a market trend for RYO cigarettes turned out to be aimed at scaring young smokers away from all tobacco use using what may or may not have been a legitimate boost in RYO as a backdrop

However, not all ever users progress to daily use

My nerves shattered

But there are other types too

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