FDA: One Leaves

For every four teenagers who smoke cigarettes, only one will ever manage to escape the addiction.

To bring this disturbing statistic to life, The Real Cost, in partnership with Xbox, developed One Leaves, a free, downloadable game that allows teenagers to experience these horrible odds firsthand.

Placed in a grim metaphor for nicotine addiction, players have to navigate a haunted labyrinth to find their way out.

We created a trailer shot by Oscar-nominated director Darren Aronofsky and launched with a playthrough by Ninja, the world’s most popular gaming influencer.

In its first month, the game racked up 437,328 downloads and 102,608 hours of gameplay, with an average play session lasting 15 minutes, teaching a horrifying lesson in a way that an ad never could.