Mobilizing Against Tobacco's Exploitative Marketing
Project Overview:
Our Q to Action was a bold campaign designed to mobilize the LGBTQIA+ community in response to the tobacco industry’s targeted marketing to marginalized groups, particularly the LGBTQIA+ community in San Francisco under the tobacco industry's covert code name, Project SCUM. This initiative was created to challenge the harmful, predatory tactics of tobacco brands and raise awareness about their impact on vulnerable communities.
Our Q to Action was a bold campaign designed to mobilize the LGBTQIA+ community in response to the tobacco industry’s targeted marketing to marginalized groups, particularly the LGBTQIA+ community in San Francisco under the tobacco industry's covert code name, Project SCUM. This initiative was created to challenge the harmful, predatory tactics of tobacco brands and raise awareness about their impact on vulnerable communities.
Key Concept:
The campaign was multi-pronged and reached its peak with a significant presence at Seattle Pride. The highlight was the participation of a visible community leader, "Notorious CIG," who attended with an entourage carrying mock tobacco advertisements. These parody ads reimagined tobacco brands, such as "Musclebro" (styled like Marlboro) and "Two Spirit" (styled like American Spirit), drawing attention to the industry’s exploitation of marginalized identities for profit.
The campaign was multi-pronged and reached its peak with a significant presence at Seattle Pride. The highlight was the participation of a visible community leader, "Notorious CIG," who attended with an entourage carrying mock tobacco advertisements. These parody ads reimagined tobacco brands, such as "Musclebro" (styled like Marlboro) and "Two Spirit" (styled like American Spirit), drawing attention to the industry’s exploitation of marginalized identities for profit.
Impact:
The sponsorship of Seattle Pride provided a platform to spark dialogue around the intersection of tobacco marketing and social justice, emphasizing the need for collective action within LGBTQIA+ communities. The campaign led to increased visibility, advocacy for public health, and greater awareness of the tobacco industry's damaging influence on vulnerable populations.
The sponsorship of Seattle Pride provided a platform to spark dialogue around the intersection of tobacco marketing and social justice, emphasizing the need for collective action within LGBTQIA+ communities. The campaign led to increased visibility, advocacy for public health, and greater awareness of the tobacco industry's damaging influence on vulnerable populations.
Video: A composite video integrating print design, digital media from the campaign, and AI-generated footage sourced from images captured at Seattle Pride. This dynamic piece blends traditional and digital elements to create a compelling narrative.
AI-Generated Video from Seattle Pride Photographs
A captivating AI-generated video created from still photographs taken at Seattle Pride. The video transforms static images into dynamic motion, capturing the essence and energy of the event through advanced artificial intelligence techniques.
A captivating AI-generated video created from still photographs taken at Seattle Pride. The video transforms static images into dynamic motion, capturing the essence and energy of the event through advanced artificial intelligence techniques.
24x36" Poster
A bold, large-format print featuring a dynamic mix of spot gloss and matte finishes. The poster prominently displays the provocative call to action: "Our F**king Smoke Signal," designed to capture attention and spark conversation.
A bold, large-format print featuring a dynamic mix of spot gloss and matte finishes. The poster prominently displays the provocative call to action: "Our F**king Smoke Signal," designed to capture attention and spark conversation.
Mock Page Insert in Seattle Gay News
This page was designed to seamlessly fit in with the newspaper.
This page was designed to seamlessly fit in with the newspaper.
(Left) Mock Tobacco Ad: Musclebro Manly Cigarettes
A satirical take on Marlboro-style branding—“Musclebro” calls out hypermasculine ideals perpetuated by tobacco ads aimed at queer communities.
A satirical take on Marlboro-style branding—“Musclebro” calls out hypermasculine ideals perpetuated by tobacco ads aimed at queer communities.
(Right) Mock Tobacco Ad: Two Spirit Cigarettes
Styled after American Spirit, this design critiques the cultural appropriation and exploitation of Indigenous identities in commercial branding.
Styled after American Spirit, this design critiques the cultural appropriation and exploitation of Indigenous identities in commercial branding.
Step Back. Then Step Up. Poster
This poster's message "Step-back. Then step-up." is only made clear when viewed from afar, and the disappears the closer one gets to the poster. It invites for closer inspection of the smaller type on the poster, which states, "Our community has a history of combating injustice, and together we've made great strides. But there are still forces working against us. LGBTQ people are two times more likely to smoke than straight people. Why? Let's take a look at the big picture."
