FDA - Don't Search It

Chewing tobacco has dangerous consequences, including gum disease and mouth cancer. Yet it remains an intrinsic part of rural culture and a rite of passage for the rural teen. Like all teenagers, rural teens are curious beings, so we played to that curiosity with a little reverse psychology — daring them not to learn more about the risks, and sending them down a gruesome online-search rabbit hole with the anti-call-to-action “Don’t Search It.” Since launch, dip keyword impressions have doubled. We’ve altered our teen’s search behavior, piquing their interest in terms like “mandibular,” “bleeding gums,” and “white patches on lips.”

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