Undo is a California Department of Public Health program designed to counteract the damaging social and environmental impact of the tobacco industry on our society. Undo shines a light on Big Tobacco’s lies and inspires Californians to speak out and put an end to their deadly influence.
Undo’s visual communication style from the logo and typography to the voice and tone is intended to be bold and direct to cut through the noise and spur action.
To help defend Californians from the manipulative tobacco industry, Undo would need to be an informed ally, grounded in facts. Data visualizations were important to create visual impact, simplify complex issues, pinpoint problems, and make it easy for our audience to engage and act.
Original lifestyle photography was produced to highlight California's diversity and to show what’s really at stake by capturing genuine human connections.
In direct contrast to the warmth of the photography, conceptual illustrations by Mike McQuade were commissioned to convey the tobacco industry's devious and destructive behavior.
In addition, painfully real images of Big Tobacco's products were shot to show the harm they cause to communities and the environment.
Undo is designed to be an unwavering and unapologetic campaign that cuts through the noise and drives action against a deceitful industry that has preyed on Californians for too long.
Creative Credits
Agency: Duncan Channon
ECD: Anne Elisco-Lemme
Design Director: Darlene Gibson
Senior Designer: Shannon Burns
Illustration: Mike McQuade
Photography: Oriana Koren