NOT YOUR LAB RAT
Big Nicotine releases new products faster than science can study them. That means the damage happening to young people’s bodies today could become tomorrow’s warning labels.
Inspired by the unforgettable health PSAs I grew up with, I helped turn that complex public-health reality into a simple, visceral metaphor: Gen Z is being used as Big Nicotine’s lab rats. The campaign translated dense research into a provocative, platform-native creative idea designed to stop young people in their feeds, invite participation and make them question the industry’s latest products.
The response was immediate. Not Your Lab Rat earned more than 200,000 organic shares and grew UNDO’s social following from approximately 1,500 to over 14,000 in one week. Public-health leaders have praised its breakthrough approach to reaching Gen Z and health departments in other states have invited the California Tobacco Prevention Program to share the thinking behind the work.
DREAM TEAM
ACD/Art Director: Kalee Abella; Creative Director: Jessea Perry Hankins; Executive Producer: Rita Ribera Channon; Director: Angelo Cerisara; Production Company: Biscuit Filmworks; Editorial: Church Edit; Editors: Mah Ferraz; Assistant Editor: Sky Kim; VFX/Finishing: Ethos; Sound Design: Caron; Sound Editing/Mix: Tone11; Voiceover: Beth Pierce.