Food and Drug Administration: Little Lungs

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Campaign details

Brand: Food and Drug Administration (FDA)Agency: FCBMarket: USA

Campaign summary

The U.S. Food and Drug Administration (FDA) launched an anti-smoking digital campaign and kept teens tuned in by delivering "new news" through a series of animated public service announcement videos, which were both endearing and ghoulish.

Targeting teens within digital environments such as YouTube, Facebook, Snapchat and Instagram, a series of animated spots told the story of Little Lungs. A stop-motion animated pair of lungs, Little Lungs, stunted from having smoked as a teenager, tries in vain to keep up with his normal-size...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands