Kom op Tegen Kanker // RIP Roken

Kom Op Tegen Kanker // RIP Roken

1 in 5 Belgian teenagers still start to smoke. Something Kom op Tegen Kanker wants to stop. But teens live in their own world where traditional campaigns rarely reach them. When it comes to the long term effects of smoking they don’t really relate or care. We showed the negative effects of smoking in a way they would feel it. We created #RIProken, a youth movement mobilised around popular culture against smoking.

To launch the movement we turned some of their gaming heroes into smokers, by hacking into FIFA and downgrading a popular team.