What we do
Four ways we make smoking uncool.
We make short, honest content that people actually want to watch, and we back it with science.
We flip their ads.
Tobacco advertising is what made smoking look cool. We take its most famous campaigns and finish the story: the cowboy who got sick, the brands "doctors recommended", the cartoon mascot aimed at kids, the glossy vape commercials, and the company that says it wants to "unsmoke the world" while it still sells cigarettes.
In the series
- The cowboy's real ending
- When doctors sold cigarettes
- The cartoon camel
- Vape ads, decoded
- "Unsmoke the world"?
Ad flips
The ending they left out.
Tap a card to see what happened after the ad.
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The ad · 1946
"More doctors smoke Camels than any other cigarette."
For years, doctors in white coats sold cigarettes in magazines.
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The ad · 1950s to 1990s
The Marlboro Man: a rugged cowboy, a horse and a cigarette.
Freedom, open skies, a man who needs nobody.
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The ad · 1988 to 1997
Joe Camel: a cartoon camel in sunglasses.
Cool, funny and everywhere.
We question the habits that make it feel normal.
In our region, hookah gets a pass because it feels social and people think the water cleans the smoke. It does not. The WHO says a typical one-hour session can mean inhaling 100 to 200 times the volume of smoke of a single cigarette. Source
Myths we're busting
- "The water filters it."
- "Hookah isn't really smoking."
- "Vapes are just flavored air."
- "One with coffee doesn't count."
Short videos with real sources.
About forty seconds, one myth and one fact. We make them in Modern Standard Arabic for the whole region, in Lebanese dialect when it gets personal, and in English. Every number comes from WHO, CDC or peer-reviewed research.
Coming up
- What's actually in your vape
- Smoking and your skin
- What would it take you to quit?
Research we can stand behind.
We're designing our first study on how social media content affects smoking and quitting, with research ethics review from the start. Next, we want reliable tobacco data for every country in the Arab world, starting with Lebanon.
On the research agenda
- Social media and quitting
- Lebanon tobacco data
- Partnerships across the region
Inhale hope. Exhale addiction.
Your gift pays for our videos, campaigns and research. Monthly donors are part of the Breath Club.
501(c)(3) nonprofit · EIN 99-4440788 · No tobacco money
