U.S. FOOD AND DRUG ADMINISTRATION
Creative Direction, Art Direction, Copywriting
In the fall of 2012, the Food and Drug Administration has chosen six advertising agencies to help them develop and implement a $390 million large-scale, nationwide public health education campaign designed to change attitudes and behaviors toward using tobacco. The "I'm Good" campaigns helped Campbell Ewald solidify a spot on the FDA creative roster. The phrase "I'm Good" is an easy way for people to reject smoking without killing the mood. By simply saying the words, it alleviates the pressure and frees them from the situation. More than that, it's an empowering self-affirmation that helps teens realize their uniqueness and provides them an alternative way of achieving "cool" rather than smoking — the integrated brand campaign comprised of radio, online video, digital, and social media elements.
Logo design
FDA "Consequences" (radio script)
V.O (spoken word): Zits last longer / craving gets stronger / Facial hair grows on the chick / that don’t want it. / 1 of 3–will get a disease / Verify that–with-the-C-D-C / 1 of 5 deaths–tobacco caused / Stop a guys growth–penis paused. If a person ask–“wanna smoke?”/ Say “I’m good” and–let that soak.
V.O: You’re better than tobacco. So when someone offers you some, say I’m Good.
Meme generator page
Brand collaboration example
The campaign was easily transferrable for the target Hispanic audience