Exposing Big Tobacco With A Major Global Health Organization

Misfit partnered with a Global Health Organization to launch a campaign called F* Nicotine (f-nicotine.biz), a youth-led advocacy campaign aimed at exposing and confronting Big Tobacco’s tactics, especially in how nicotine products (cigarettes, vapes, heated tobacco, etc.) are marketed and normalized to youth. The mission is two-fold: educate the public, particularly younger people, about the risks and deceptive practices of Big Tobacco, and mobilize peer-to-peer voices to share their stories, take action, and demand stricter regulation. Misfit launched a full-scale, global Nano to Macro-Tier Influencer strategy to win over the public and expose Big Tobacco’s lies. Influencers were curated in multiple countries, including Brazil, Indonesia, and Mexico, with very modest resources.