Commune artist collaborations
Role: Sr. Brand Strategist / Creative Producer
Commune Wednesday was a monthly young adult campaign that celebrated art, music and fashion and took a stand against big industry, especially Big Tobacco.
Funded by anti tobacco settlement money, Commune launched in San Diego, CA in 2008 as a Social Branding anti-tobacco intervention for “hipster” young adults.
We knew that in order to reach this audience, it would require more than listing off health facts so instead, each month we’d team up with a new local artist to design a limited edition poster and t-shirt illustrating an anti tobacco social justice fact.
From facts about animal cruelty to deforestation, artists created pieces taking a stand against Big Tobacco and would sign and number each print to be given away for free at each event.
The limited edition pieces were wildly popular and proved to be an authentic way to reach this audience.
In 2014 Commune was published in the American Journal of Public Health for reducing smoking rates amongst young adults in San Diego.
“The earth is angry right now, and not even the wealthiest, healthiest smoker can deny the effect cigarette butts have on the earth.” - Lauren Espina
Artwork by: Lauren Espina
Inspired by the 4.5 Trillion cigarette butts thrown on the ground or in bodies of water each year.
Monthly zines created to announce upcoming events, showcase past event photos, highlight featured locals and included fold out limited edition poster designed by a local artist.
Cover art by Justin Hager
Sticker design by Justin Hager for Commune
Free pet portraits in the park (SF & SD) to raise awareness about animal cruelty by big tobacco.
On January 27, 2003 Philip Morris officially changed their name to "Altria Group" to rid themselves of the stigma attached to producing/selling cigarettes and to fool the public.
Artwork by Justin Hager for Commune
