Directed by Peter Sluszka and 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, 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.
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.
