Kom op tegen Kanker wanted to raise awareness amongst youngsters (13y-17y) on the bad habit of smoking and wanted to prevent them from starting to smoke. But how do you get such a ‘not cool’ message across to a target group that can no longer be reached via traditional channels?

FamousGrey came up with the creative idea: an online series exclusively shown on Instagram.

The casted actors were all social media influencers, with a large following amongst the target audience. This way we reached the target group where they can be found: online on Instagram.

Instaverliefd is a European first: it is the first fiction series exclusively shown on Instagram. The series is about four friends with little luck in love. Because they aren’t very lucky in the dating department, the four young friends come up with a dating game and challenge each other to score as many dates as possible in a short period of time. If your date smokes, you get penalty points. 

This way the series made smoking less cool, without coming across as ‘patronizing’.