CLIENT: FDA
AGENCY: GMMB
ROLE: Freelance Copywriter
PROJECT: Hispanic Youth FDA Campaign

ASSIGNMENT: Created a new campaign using a scary character called “Nic” (short for Nicotine) targeting Hispanic youth with a sole purpose: let young kids enjoy the habit now so he can collect later. The campaign is meant to help those who already smoke quit the habit and encourage those who haven’t started to not pick it up. Campaign idea included :15 pre-rolls, microsite, app, and school events during Day of the Dead to show students how nicotine attempts to manipulate them. Client ultimately decided on another direction.