Heidi Udell

New York City Public Health Solutions wanted to build awareness that menthol cigarette marketing is heavily focused on Black neighborhoods and that 85% of menthol users are Black. I created a bold, angry "racial profiling" copy angle to stir emotion and call it what it is. We created a variety of media digital, subway, OOH, and in-store posters to get the word out. The bold imagery with the skull captured viewers attention and won several awards for creative excellence.

• Copywriting & Editing