In a landmark legal ruling, the big American tobacco companies were ordered to issue a series of statements which corrected the misleading claims they had made about the harms of smoking over a period of six decades.

The Overview

In a landmark legal ruling, the big American tobacco companies were ordered to issue a series of statements which corrected the misleading claims they had made about the harms of smoking over a period of six decades.

Cancer Council WA decided that this was an important opportunity for smokers in Australia to learn more about the truth of tobacco’s deadliness, and the unscrupulous behaviour of the people who profit from its sale.

The challenge for Gatecrasher was to dramatise the story to maximum effect, without overstepping legal boundaries.

Stock footage, great photoshop and some very careful wording allowed us to create a highly impactful campaign on shoe-string budget.