Anti-tobacco organisation creates stop-motion campaign to deter US smokers.
While the Australian government utilises gory images of decaying bodies to deter smokers, the US Food and Drug Administration Centre for Tobacco Products has found a more endearing way to tackle the problem.
With the help of creative agency FCB New York, the FDA has released a series of online animations which follow the day-to-day activities of a pair of lungs.
The lungs celebrate their birthday, snowboard and go on a scenic bike ride.
The 'Little Lungs in a Great Big World' campaign has been specifically designed to draw in empathy and make viewers fall in love with the characters, rather than simply scare smokers, says FCB CCO Ari Halper.
The campaign will run across YouTube, Facebook, Snapchat, Instagram and other social media.
Check out the spots below:
