BARMER’s anti-smoking campaign has only one goal: saving the planet.

To encourage smokers to quit, we took a radical new approach. Instead of focusing on the health consequences, we highlighted a shocking truth: smokers are destroyers of the environment!

Client:

BARMER

Agency:

TLGG

Category:

Social Media

My Role:

Creative Director

Case film

Smoking is the number one health problem in Germany. Every four minutes someone in this country dies from the consequences of tobacco consumption. And this despite decades of warnings. BARMER’s declared aim is to “preserve health as the highest human good”. This also means taking effective action against tobacco consumption. But how can this be achieved when even the most shocking images have little effect on smokers? Instead of pointing out the health consequences, it addressed a shocking truth: smokers destroy the environment! The production and consumption of cigarettes is partly responsible for deforestation, water and soil pollution and high CO2 emissions.

Educational film

Some shocking facts why smoking is bad for the environment.

Influencer Visa Vie interviewed 2 self-confessed chain smokers.

Together with the influencer and ex-smoker Visa Vie, BARMER confronted smokers with the shocking environmental consequences of tobacco consumption in educational films and information posts. The message: When you quit smoking, you are not only doing it for yourself, you are also doing it for the planet!

The campaign had an impressive impact: in addition to a +170% engagement rate, Barmer not only achieved +930% community growth, but also persuaded one in two smokers to quit*.

*Survey of 6,315 participants on instagram.com/barmer. 3,147 (49.8%) said they had quit smoking as a result of the campaign.

AWARDS

Comprix • German Award for Online Communication

CREDITS

Client: Barmer • Agency: TLGG Berlin • Creative Directors: Jacques Pense, Marcel Maas • Copywriters: Christopher Strutz, Felicia Margenfeld • Art Directors: Tom Nörenberg, Martin Hildebrand • Graphic Designers: Kevin Reunert, Cecilie Blank • Content Director: Sarah Korzeniewski • Creative Content: Karla Friedrichs, Sebastian Oehmigen, Andreas Dohmen • Head of Client Services: Florian Kegel • Account Director: Tina Heine • Project Manager: Anna Frommberger-Oatman, Stefanie Rossbacher • Performance Management: Denis Hennes • Film Production: MONOLIT Films • Director: Cem Kaya • Directors of Photography: Christian Coslar, Lasse Liebelt, George Steffens • Animation: Utku Önal (707 State)