1. pop rocks & coke
Abernathy | Cabral | Johnson | Kuan | Ledner | manosh

4. YdoUthink Awareness
100%
75%
50%
25%
0%
Spring 2002 Spring 2003 Spring 2004 Spring 2005 Spring 2006 Spring 2007 Spring 2008

5. 30%
15%

7. Nobody sneaks into the woods
to have a conversation.
Smoke to be badass
Social and Emotional Appeal
Will always be smokers

8. It’s never appealed to me.
I’ve always seen it as gross.
counter to their identity
health risks important
high conviction

9. SWING SMOKERS

10. I don’t buy my own cigarettes so
I don’t consider myself a ‘smoker’
but I’ll smoke if I’m offered a
cigarette in a social situation.

11. Curiosity > Belonging

12. En abl ing
Peer Pressure

13. I am a tapestry
NOT a stereotype

14. NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N
NO NO NO NO NO NO NO NO NO NO NO NO N

15. Smoking is the most uncreative way to be a rebel.

17. TELEVISION

21. Posters

25. tin of ten

27. of extraordinary avera
league ge
The
YOU’VE BEEN TAPPED FOR THE LEAGUE
Here are your mandatories:
everyday renegades 1. Grab your given supplies.
2. Create something epic.
3. Upload a pic or vid of it to extraordinaryaverage.com
and check out what your fellow leaguers have been up to.
[Anything you make will be more original than smoking.]
GAME ON, LEAGUERS.

28. website

35. mobile

40. reaching out

41. rollout plan
11
20
July Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
TV
In-theater
Mobile
Web
Direct Mail
Print
Apparel
Prizes

42. budget

43. Why is this going to work?
Over 1,000 registered events
Over 5,000 activity guides sent

44. Taking kick butts day to a whole new level