Campaign: Your Future Is Not Pretty

WPP company(s):
MediaCom Australia
Client:
Queensland Government

Overview

For young women, image is often all important. MediaCom Australia used this interest in appearance to encourage young women not to smoke. They set up a mock beauty bar offering young women free make-overs. Working with special effects artists, each was given a ‘make-under’ to reveal what she might look like in the future if she chooses
to smoke.

Results & Awards:

  • 204,951 views of the video campaign
  • 188 make-unders completed
  • PR reached 14.1m people (more than half the Australian population) across all media outlets
  • Festival of Media Global 2015: 1 Silver
  • Festival of Media APAC 2015: 1 Gold