FCB New York and Marvel created a comic about the fight against electronic cigarettes

The fight is dramatic, the evil is in the air, and FCB New York has found a great way to make its campaign, which aims to raise awareness about the harmfulness of electronic cigarettes, closer to its target audience - teenagers.

For their client's needs, FDA's Center for Tobacco Products, our colleagues from the FCB network have created a campaign that speaks the target audience's language in a format that is close to them. In cooperation with Marvel, a 16-page comic in which addiction is the main villain was made.

This is the last phase of the multi-award-winning campaign The Real Cost, which was launched by the FDA in 2014, to raise awareness among young people about the dangers of tobacco smoke. In 2018, after worrying survey results that showed that 38.9% of American high school students often consume electronic cigarettes, the campaign was expanded to include those cigarettes as well. The insight that FCB used is that electronic cigarettes encourage nicotine addiction and lead to addiction.

Marvel says they are honored to be part of this important campaign, and in collaboration with the FCB, the Marvel team has created a story about the hero's fight with a dangerous opponent that has no monster form, but is unfinished, presented as a green fume wrapped around the victims.

You can find the campaign in three formats: static, animated, and printed. In addition, banners and posts for social networks have been created, while Marvel is preparing time-lapse videos that show the work of illustrators on the comic book.

Gary Resch, executive creative director of FCB New York, explained the creative process and the way they came up with the idea for the campaign: “For most teens, high school is a time to enjoy more independence and self-reliance. With our partners at Marvel, we’re framing addiction as an entity that subverts that freedom — which, for a 16-year-old, makes for a perfect villain.”

Source: Little Black Book