British American Tobacco launched an educational campaign called Keep it 100 to shed light on the illegal tobacco trade which is rife in South Africa. Often people don't even know that they are smoking illegal cigarettes. We used the statistics in a way that would get people's attention and link to the fact that cigarettes are the cause for lack of infrastructure. This made them aware of the brands they smoke and whether they are contributing to problems that affect them.
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Keep it 100 - Burning Billboard
Keep it 100 - Burning Billboard
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Keep it 100 - Burning Billboard
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