Tell teenagers not to smoke and they will start smoking. We skipped all sensible arguments. Instead, we turned their attention towards themselves and what they are actually thinking/feeling when smoking. By exposing them to the real reasons they smoke, we made them reflect on a simple question: BUT WHY?

Four teenagers are standing in a schoolyard, smoking. One of the girls says to the others - "Seriously, I feel much more interesting when I smoke. A boy replies - "I hope the others know we are out here smoking right now." Another boy joins them. "What’s up, bitches? Got room for another tough guy?" he says. The others hesitate. He continues... "Who smoke... cigarettes?" One of the other guy's replies. Yeah, of course…There's always room for another smoker. The new guy is surprised.

One of the girls receives a phone call. "No way! Did you get addicted too? Congrats!", she says on the phone. They continue talking about how fucking awesome they all are. "With this, I can choose any girl I want as my girlfriend!" says the new guy - goofy. The others look at each other. Unconvinced. The film ends with the caption, "Really, why smoke?"

The age-limit for buying cigarettes is 18 years, however, it is quite easy for younger teenagers to buy cigarettes in stores. It is not allowed to advertise cigarettes and branded merchandise is banned from bars and restaurants. Some schools do not allow smoking in the school area.

In spite of countless campaigns against cigarettes, 20% of young Danes smoke and the number is rising. The Danish teenagers mostly smoke to fit in and to create the right image in real life and on social media. They are all well aware of the health issues, however, for a 15-year old, that problem is way too abstract. Therefore the campaign is not about lung cancer and other health issues you’ll might have to face for years in the future. The campaign is all about the social reasons for smoking and the role it plays in boosting your image.

The tone: In Denmark, we love irony and sarcasm, which can often be lost on foreigners. This campaign is not ironic as such as the actors are making truthful statements. But the way they speak catches you off guard, and the tone, therefore, lies close to the Danish humor.