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What if people in the tobacco industry would speak the truth out loud

What if people in the tobacco industry would speak the truth out loud

“What if people in the tobacco industry would speak the truth out loud…” That’s what happens in a short film called “A Deadly Serious Matter.” In this film people working at a tobacco company have fun with each other joking about tobacco deaths and addicted children, as if it is an ordinary thing. How would you feel doing this work, being responsible for the number one cause of death?

The campaign video is a collaboration between creative agency Wefilm and Stivoro, the Dutch foundation for a smokefree country.

Bas Welling, manager at Wefilm:

Research shows that we are well aware how unhealthy smoking is, but a large part of both smokers and non-smokers have no idea how the tobacco industry is misleading them in smart and sly ways. We chose to turn things around. What would happen if everyone at a tobacco company would tell the truth? Literally.

The effects of smoking are presented with horrendous numbers we all know. The absurdity of the film, which is reminiscent of Luis Buñuel’s The Phantom of Liberty, let us ask the question ‘Is this normal?’. The answer is no, of course.

Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.

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