Palau, situated in Micronesia, is one of the most beautiful places on earth. Turquoise water, white sand beaches, and undisturbed jungle make it a top destination for tourists worldwide. While its beauty may be more subtle than that of the ocean and the islands, Palau’s clean air is one of its most important natural resources. The constant influx of visitors brings along unwanted baggage — secondhand smoke.
The campaign spreads a positive message about celebrating the right to breathe air that is free of toxins and pollutants. Rather than showcasing extreme graphic imagery or scare tactics typically found in anti-smoking campaigns, Share the Air utilizes a bold, graphic feel that borrows from Palauan culture. We combined this with a custom variation of the Flama type family across headlines.