The Food & Drug Administration is hoping to get through to discourage teens from smoking with a series of stop-motion animated films starring a tragicomic pair of lungs called "Little Lungs."
Created for the FDA's Center for Tobacco Products' "The Real Cost" campaign by FCB New York, the tobacco-tinged "Little Lungs" appears in a series of digital videos, breaking today, in which his attempts to be cool and join in with normal teen life (and his healthy pink lung friends) are thwarted by his stunted growth, caused by smoking.
Peter Sluszka at Hornet directed the films, which combine black humor with cute animation: Little Lungs can't enjoy the pool (as seen here) or snowboard as well as his peers, climb a rope at the gym, ride a bike or even blow out the candles on a birthday cake without succumbing to dire circumstances -- and meeting a gruesome end.
The campaign is designed to resonate with a teen audience and target them within digital environments such as YouTube, Facebook, Snapchat and Instagram. Specifically, the campaign focuses on reaching at-risk teens, who live a more chaotic lifestyle and suffer from lower socioeconomic and educational levels making them more stressed out than their peers.
Ari Halper, chief creative officer at FCB New York, commented in a statement: "What Little Lungs lacks in respiratory capacity, he makes up for in spades with lovability, craftily delivering his message about the dangers of teenage smoking by packaging them in a very entertaining animated content series."