Maxomedia launches "Litter Box Poke Bowl" for World No Tobacco Day
Under the slogan «Don’t get fogged,» Maxomedia, in collaboration with Oxysuisse and the Tobacco Prevention Fund (TPF), is launching a nicotine prevention campaign. Short videos tailored to specific target groups are designed to educate young people about the manipulative strategies used by the tobacco and nicotine industries.
The tobacco and nicotine industry cleverly packages its harmful products in colorful, sweet promises on social media to entice young people to consume them. With the question "What is just as stupid as a donut with nail polish topping?" and the corresponding answer: "Blueberries with nicotine.", the campaign aims to send a clear message to the young target group: Don't be taken for a ride by the tobacco and nicotine industry. The campaign leads to the landing page Unfogged.chwhere further tricks are explained.
Video generator as a highlight
As part of the campaign, an individual, completely absurd product video can be created using a video generator on the landing page. KI combines something tasty with something really stupid, also visually, to show how ridiculous these tricks really are. If you don't have an idea on the spur of the moment, you can use the Give an idea button to get inspiration. The videos can be shared directly on TikTok with the peer group.
Gamification for the young target group
The campaign also relies on gamification: prevention is communicated in a playful way using Minecraft as a platform. On "Foggy Island" on Unfogged.ch/minecraft young people can delve into the hidden practices of the tobacco industry. With a little skill, they can uncover the dark secrets and win completely harmless prizes in the process.
Responsible at TnT: Michela Canvascini (Deputy Director of the project, OxySuisse), Pascal Diethelm (Director OxySuisse), Stephan Brun (Research Associate TPF), Cédric Gummy (Research Associate TPF). Responsible at Maxomedia: Simon Muster (overall responsibility), Fabio Grimaldi (art direction), Erika Dobler, Anna Jacobi (project management), Guido Gloor (digital director), Ivan Prodanov (frontend), Alex Schicht (Minecraft server).
