Anti-Smoking PSA
Canadian Institute for Health Information
Smoking doesn’t always feel dangerous until the numbers speak. This anti-smoking PSA campaign reframes tobacco use through comparison, scale, and perspective, turning abstract statistics into something impossible to ignore.
Designed to inform, provoke thought, and spark conversation, the campaign highlights how tobacco-related deaths rival the impact of global crises we fear reminding audiences that unlike many illnesses, smoking is often a choice with real, irreversible consequences.
TEAM
Rush Braham - Concept Designer
Joshua Olumide - Visual Designer
SERVICE
Concept Development
Visual Design
YEAR
2024
Anti-Smoking PSA
Canadian Institute for Health Information
Smoking doesn’t always feel dangerous until the numbers speak. This anti-smoking PSA campaign reframes tobacco use through comparison, scale, and perspective, turning abstract statistics into something impossible to ignore.
Designed to inform, provoke thought, and spark conversation, the campaign highlights how tobacco-related deaths rival the impact of global crises we fear reminding audiences that unlike many illnesses, smoking is often a choice with real, irreversible consequences.
TEAM
Rush Braham - Concept Designer
Joshua Olumide - Visual Designer
SERVICE
Concept Development
Visual Design
YEAR
2024
Key Feature (Brief)
Perspective through comparison
Tobacco-related deaths are visualized alongside familiar illnesses and global crises to make their impact feel immediate and real.
Designed for awareness and reflection
The campaign encourages viewers to pause and reconsider how many lives are affected by tobacco use beyond just the individual smoker.
Clear, accessible messaging
An informative, simple, and vivid tone ensures the message is understood at a glance, especially in public and high-traffic spaces.
A choice, not an accident
The campaign highlights a central insight: while many illnesses are feared, tobacco use remains a voluntary habit with equally severe consequences.
Sketch
Typography
Color Pallette
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