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Tobacco is the No. 1 cause of death in the Netherlands, taking 20,000 people to the Big Sleep every year. Frustratingly, it’s also the most preventable one.
But research also shows that smokers know how unhealthy smoking is, and don’t particularly care—either because we’re addicted, or because nothing ever seems all that scary until a little cough becomes something else, and suddenly your whole life has changed.
Stivoro, the country’s Foundation for Smoking and Health, wanted to get people up in arms about this, so it worked with Wefilm, last seen on Heineken’s HR campaign, to produce “A Deadly Serious Matter.”
In this odd fable, we get to see a tobacco company from the inside, talking openly about the ugly reasons for their success.
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