The forgotten pandemic

TBWA and the Finnish Cancer Society are drawing attention to the "pandemic" that has long been responsible for up to more than eight million deaths annually.

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Smoking claims the lives of more than eight million people worldwide every year - and the trend is rising. Although the dangers of smoking have long been known worldwide, relatively little is said about this "pandemic", whose mortality rate is rising continuously.

The Cancer Society of Finland wants to change this and has therefore launched an awareness campaign that ties in with the Covid 19 pandemic. The mask visuals have something familiar about them in light of the current situation - but are still meant to disturb. Because the message conveyed is serious: quitting smoking is more important and urgent now than ever before.

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