We helped ensure the unanimous adoption of the global tobacco treaty, the first global public health and corporate accountability treaty. The treaty protects nearly 90 percent of the world’s population.
We succeeded so well in connecting Philip Morris' brand image to its deadly abuses that even, after spending hundreds of millions of dollars to improve its brand, it was forced to change its name in 2003.
The organization exposed the truth behind RJR Nabisco’s family-friendly image, contributing to the breakup of the third-largest tobacco corporation in the world.
Just three years after we set out to "Send Joe Camel Packing," RJR Nabisco pulled its ads featuring the iconic cartoon camel.