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 "Masculine" (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 "Masculine" (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.
