BACKGROUND: Before the ban of tobacco products from outdoor advertising in the late 1990’s, tobacco companies were heavy procurers of the outdoor medium. Tobacco manufacturers had successfully portrayed smoking as an act of youthful rebellion, spending an estimated $90 million per year in marketing in Minnesota alone. But since the ban, outdoor has become an integral medium in the reinforcement of state sponsored anti-smoking campaigns. In the past, anti-smoking campaigns have been mostly unsuccessful because their focus, health, had little appeal to invincible teens. In addition, the health perspective positioned smoking to teens as a forbidden fruit, meaning they would likely try smoking simply because they were told not to do so. Chosen to create the campaign, Campbell/Mithun decid

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