Bismarck Burleigh Public Health

Anti Cigar Campaign

The Challenge

After learning of increased cigar smoking among college students for social and celebratory purposes, Bismarck-Burleigh Public Health connected with Agency MABU to help raise awareness of the hazards of cigar smoking through a digital media campaign.

Our Solution

With a difficult audience to reach (male adults, ages 18-24), the campaigns’ success relied heavily on a creative concept that would:

  1. Capture attention
  2. Resonate with the audience

We focused on the appeal of cigars and set out to debunk the intrigue and romanticism often associated with them. Through several brainstorming sessions, the ‘Close, But No Cigar’ campaign was conceptualized. Scripting, storyboards, and animatics helped bring it to life as three motion graphic ads.