Minnesota Department of Health’s anti-smoking campaign
“It Looks Just As Stupid When You Do It.” poster (17½″×25″). This trademarked slogan was first used in August 1990. The “Youth Against Tobacco” text appears to be done by hand.
This anti-smoking campaign was developed in 1990 by Minneapolis-based agency Martin Williams for the Minnesota Department of Health.
Wendy Solie Hansen takes credit for the art direction, with copywriting by Lyle Wedemeyer and photography by Rick Dublin of Dublin Productions. In a feature in Print Casebooks 9, Teresa Reese writes:
For the copy line, […] Hansen chose Caslon Antique because it reminded her of smoke, “kind of wavy and jagged and not clean-looking.”
The small print sometimes is in Helvetica (or similar), but that varies between the various printings.
![These two posters are dated 1989. Left: “If You Smoke, You Might As Well Start The Day With A Mouthful of This.” poster (17½″×25″). Hansen comments:
“Once we decided to go with a Scope look-alike,” she reports, “we tried to make it as close as possible
without getting into legal trouble. We changed the shape of the label somewhat but used the same typeface, Medium […].”
Right: “If You Smoke, Your Expensive Perfume Won’t Smell So Expensive.” poster (17½″×25″). The label text uses .](https://fiu-original.b-cdn.net/fontsinuse.com/use-images/N219/219216/219216.jpeg?filename=Mouthwash Eau de Perfume.jpg)
These two posters are dated 1989. Left: “If You Smoke, You Might As Well Start The Day With A Mouthful of This.” poster (17½″×25″). Hansen comments:
“Once we decided to go with a Scope look-alike,” she reports, “we tried to make it as close as possible
without getting into legal trouble. We changed the shape of the label somewhat but used the same typeface, Optima Medium […].”
Right: “If You Smoke, Your Expensive Perfume Won’t Smell So Expensive.” poster (17½″×25″). The label text uses Helvetica.
“Butts Are Gross.” poster (17½″×25″). This printing includes the logo of the American Cancer Society. This trademarked slogan was likewise first used in August 1990.
“Butts Are Gross.” poster variant in landscape format (13″×30″)
