Harlem-Based Anti-Smoking Campaign

When the NYC Department of Health wanted to tell residents of Harlem that second-hand smoke could cause severe health issues in children, we came up with a strategy that made parents second-guess seemingly normal child behaviors that could actually be attributed to damage from smoke. To make the ads stand out from typical Health Department PSAs, I photographed each child with a vivid color background and dramatic lighting. The end result is a series of advertisements that at first look bright and cheerful, but reveal a more serious message.

  • Creative direction of copy message
  • Design
  • Photography, lighting, retouching
DCF Advertising