Culture shapers

Encourage today’s culture shapers to recognize the impact of the images they create.

Challenge

While the tobacco industry is prohibited from advertising, we continue to see significant free publicity for tobacco in movies, music videos, and other types of content. Research shows that youth exposed to tobacco imagery are twice as likely to start smoking. How can we prevent this subtle promotion of smoking and increase creators’ awareness of their responsibility?

Campaign idea

In collaboration with Home Agency and Boris Creative, we developed a campaign where creators reach out to their peers, encouraging them to take responsibility and remove smoking products from their content. After all, creatives listen to each other, right?

Doei Tabaksindustrie

Create awareness of the wrongdoings of the tobacco industry.

Challenge

The tobacco industry is misleading our society by pretending to want to create a tobacco-free society. In the job postings they share while searching for new colleagues, they tell many lies to portray themselves in a better light. Doei Tabaksindustrie, a platform by de Rookvrije Generatie, launched a campaign to fight against the industry and to raise awareness of these misleading practices. Combo was asked to activate the campaign through influencer marketing.

Campaign idea

We activated the campaign through collaborations with Eric da Silva, Amber Dokter, and Pieter Busman. Each creator developed a concept that aligned with the overarching campaign. The content was shared on TikTok and Instagram.