The campaign ran in conjunction with Swedish Match’s global AGM in Stockholm, which was covered by journalists from around the world. The campaign was seen on billboards in the centre of Stockholm and on carefully selected media spaces next to Älvsjömässan, where the AGM was being held for almost 500 shareholders and journalist.

The campaign gained a great deal of viral attention on youth sites and blogs, but also in debates in the business world on the subjects of morality and ethics. This kind of attention was exactly what A Non Smoking Generation wanted to achieve with the campaign. To get the debate about morality and ethics in our society started.