We don't have any info about the current situation around Branded Entertainment, for this project.

We can say that it's hard for a hospital assert itself about prevention, in particular with teens.

Humanitas is an important hospital and a research facility that every year invests in smoking prevention.

They gave us data and medical researches on smoking, and ask us to make teens aware on smoking risks, through an innovative and involving way.

90% of italian smokers started when they were teens, because in our country smoking is cool and is a way to being accepted by friends. The challenge was to prevent teens from starting smoking, by demonstrating them what they are going to do to their bodies, in an effective and shocking way, because they don't pay attention to anyone.

We had four thousand cigarettes smoked through a vacuum machine, that filtered the chemicals into water. The result was a black liquid that we used as ink to paint a unique exhibit. In order to get teens attention we re-elaborated medical charts with the most iconic images from art history and we used artistic metaphores to easily explain them complex concepts. The exhibit has been designed to be a sensorial experience: thanks to its shape we made teens feel like they were inside smokers lungs, and thanks to the special ink, we made them smell the damages.

Over 50 schools and 3000 students came to visit the exhibit in Humanitas as well as the 5000 daily hospital visitors, thanks to invitations. After the first phase, the exhibit was replicated several times in two different locations:

during the Milan Design Week with free entrance, and in Tenaris for its 3000 employees.

Over 50 schools and 3000 students came to visit the exhibit in Humanitas as well as the 5000 daily hospital visitors. We replicated the exhibit several times, for example during the Milan Design Week, with thousands of visitors. Every italian tv's and newspapers spoke about it. The exhibit, born only for teens, became an interesting experience for every age smokers.