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The campaign exposes industry tactics and frames Big Tobacco as the enemy boldly calling out the industry and pushing for change with ads like the below: Rather than making teen smokers feel bad for smoking, the campaign instead connects with their aspirational identities, framing teenagers as smart, independent change-makers for resisting manipulative industry tactics through messages like these: These messages frame individual change as empowering and collective change as part of social progress

If it's the poor who are now the most likely to smoke, it's hard to see how they will ever afford the AUD$40 pack of cigarettes

For men, the risk rises as well

"I Could Go on Singing"