The Challenge
Reduce smoking among Iowa teens.
The Smart
Teens feel invincible. Long-term health effects of tobacco use are meaningless to them. What resonates with them are the harsh realities of a product that kills 1,200 people a day.
The Bold
Mobilize the youth-led Just Eliminate Lies (JEL) program to expose the truth about tobacco fatalities, showcasing the number of deaths in relation to how Iowa towns would be affected.