In August of last year Rosalia went to the birthday party of singer Charli XCX with a Ramo composed of flowers and cigarettes. The image went viral and is now part of a trend that has led to the perception of tobacco as fashion, especially among young people. A situation to which Spanish Association Against Cancer (AECC) Seek to stand up, remembering that smoking is not an aesthetic issue, but an act detrimental to health.

For this, it has resorted precisely to the so -called “Cigarette Bouquet” (Branch of cigarettes), now focused on a new perspective, the result of an idea of ​​the creative agency The pantry. With “Death Bouquet” AECC is aimed at new generations to remember that tobacco remains the cause of millions of deaths a year. “Even if you wrap it pretty … it is still tobacco”, Comment from the Association on Social Networks.

The action resorts to the trend itself, but Convert cigarette branches into funeral bouquets. It consists of a series of images that They present the flowers and cigarettes on tombs, with photographs taken in the Montjuic cemetery. Creativities are accompanied by messages that allude to the lyrics of Rosalía’s songs, such as “with this bouquet, in health you go badly”, “Flowers and cigarettes are not the combi versace” or “This bouquet is worse than a bullet in the chest.”

The graphs have also been activated with posters in exterior advertising. They can read the message “The tendency to give cigarettes bouquets is harmful to health. Help us to achieve a free tobacco generation.”
According to AECC, 57% of young people between 18 and 24 years believe that smoking is fashionableand 25% share content related to tobacco in their social networks.

“In the last year we have seen how the presence of tobacco in social networks has increased, especially by fashions such as this that normalizes their consumption among the new generations”; Said Eva Bedón, creative director in the pantry, in a statement.”They show it as something that is again “cool” and in a trend, so we believe that it is important that the AECC adds to the real conversations, using its language and visual codes to get messages to peel in them”

The campaign has outdoor advertising activations and social networks. In the relationship with the media, AECC has sent branches of flowers and cigarettes to the writing to emphasize its message.

The initiative is part of the efforts of the Spanish Association against Cancer to reach the first Free tobacco generation in 2030. The ultimate goal is to increase the 70%cancer survival rate, as well as avoid more than one million deaths from which tobacco is causing.