Fighting big tobacco’s fake news with fake(ish) news.
Big Tobacco now dominate the vape industry. And they’re using the same tactics they used 50 years ago to capture teenagers into addiction. Insidiously, they’re using fake news campaigns as plausible scientific studies to make vaping seem benign. We worked with the Heart and Stroke Foundation to fight this fake news with our own fake(ish) news, all linked to the vanity of teenagers.
Awards won
Loerie Awards (creative)
Writing for digital - Finalist
Display advertising - Finalist
Assegai Awards (digital)
Integrated - Gold
Non-profits - Silver
Bookmark Awards (digital)
Content strategy - Bronze
Digital strategy - Finalist
Content strategy - Finalist
Display advertising - Finalist
Native advertising - Finalist
Marketing copywriting - Finalist
Digital media - Finalist
Public service and NPO platforms - Finalist
The team
Agency: DUKE
Executive Creative Director: Mike Beukes
Creative Director: Gareth Cohen
Copywriters: Mike Beukes | Connor Newkirk
Art Directors | Designers: Saleem Naidoo, Gareth Cohen, Chad Otto, Sean Ravenhill, Anrich Vigus
Strategy: Steve Miller
Client: Pamela Naidoo
Client service: Aileen Sauerman, Chad Otto
Public relations strategy: Tracy Jones, Cherna Misrole
Community manager: Shane Opie
Content strategy: Mike Beukes, Gareth Cohen, Chad Otto
Data Analysis: Ayesha Parker
Developer: Anrich Vigus
Media planners: Pricilla Rodrigues, Chad Otto, Richardt van der Nest
Post production facility: Post
Editor: Daniel Stevenson
Agency producer: Chantel Kriel
Producer: Lee-Anne Rennie
Year: 2019