FDA: Don’t Search It.

Chewing tobacco has dangerous consequences, including gum disease and mouth cancer. Yet it remains an intrinsic part of rural culture and a rite of passage for the rural teen.

Like all teenagers, the rural teen is a curious being, so we played to that curiosity with a little reverse psychology. We dared them NOT to learn more about the risks of dip, with the anti-call-to-action: “Don’t Search It.”

Of course, they didn’t listen. Instead, they traveled down a gruesome online-search rabbit hole. Upon launch, we saw average daily search impressions for our keywords increase 165% — a nearly 3X lift in search that was sustained over half a year and is still going.