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FDA & FCB Bring Dangers of Cigarette Addiction to Life in New Video Game for Xbox
[March 20, 2019]

FDA & FCB Bring Dangers of Cigarette Addiction to Life in New Video Game for Xbox

NEW YORK, March 20, 2019 /PRNewswire/ -- FCB New York, in partnership with FDA, today announced that it has launched the newest evolution of "The Real Cost" youth tobacco prevention campaign. This latest initiative brings the dangers of cigarette addiction to life in a horrifying new video game, available on Xbox.

This new initiative targets youth ages 12-17 who are either open to trying cigarettes or are already experimenting. This target regularly plays video games, so to allow these teens to experience, firsthand, the grave and addictive consequences of smoking, FCB created the "One Leaves" console game for Xbox – after IPG agency Initiative spearheaded media – where teens are transported into a labyrinth from which they will try to escape (and from which only one will emerge). The free, downloadable game seeks to represent a grim metaphor for addiction: a maze with seemingly no exit in sight.

The game is based on the disturbing statistic that for every four teenagers who smoke cigarettes in high school, three will continue smoking well into adulthood, even if they try to quit. Put another way: For every four who enter…only "One Leaves." Like any big game launch, a riveting trailer is a must, so FCB collaborated with award-winning director Darren Aronofsky to create a trailer, digital and social content in the vein of popular, found-footage horror movies, to tease "One Leaves" where the competition for eyeballs is fierce.

"This game is part high school, part hospital and part hell," said Gary Resch, FCB New York EVP, executive creative director. "Our mission, alongside FDA, was to deliver the potent '3 out of 4' addiction statistic in a truly provocative and experiential way."

"The Real Cost," first developed by FCB in 2014, has successfully prevented nearly 350,000 youth from smoking cigarettes, and for each at-risk teen prevented from becoming a smoker, there is $181,000 in cost savings – which means the campaign has averted over $31 billion in future medical costs to date.

FCB and FDA are also partnering with a mega-influencer and one of the most popular gamers in the world to further fuel the Xbox game and drive downloads – particulaly within the gaming community.

"For many teens, cigarette addiction is something that happens to older smokers. The power of 'One Leaves' is that it reframes addiction in a way that's more immediate and relatable to those teens. If you play with cigarettes, you will get trapped," added Suzanne Santiago, FCB New York EVP, group management director.

Most recently, the "One Leaves" virtual experience became a real-life experience in the form of an intense escape room at the 2019 Winter X Games. The campaign also consists of social, online radio, banner ads, custom units and online takeovers.

Link to trailer: 


Kathy Crosby – Director, Office of Health Communication and Education
April Brubach – Deputy Director, Office of Health Communication and Education
Gem Benoza – Director, Division of Public Health & Education
Michael Murray – Supervisory Health Communications Specialist
Emily D'Iorio – Health Communications Specialist 
Karina Jimenez-Donovan – Tobacco Regulatory Science Fellow

FCB New York:
Ari Halper – Chief Creative Officer
Gary Resch – EVP, Executive Creative Director
James Meiser – Senior Art Director
Cecile Robertshaw – Senior Copywriter
Stacy Flaum – Executive Producer
Suzanne Santiago – EVP, Group Management Director
Dimas Adiwiyoto – VP, Account Director
Mallika Rao – Account Supervisor
Ally Morrow – Account Executive
Katie O'Hara – Assistant Account Executive
Shantal Gonzalez – Project Manager
Jared Shell – Account Director
Earl Adams – Account Director

Lindsay Gilfeather – Manager, Digital Partnerships
Erin Hourihan – Associate Director, Broadcast Partnerships
Meegan Scally – Negotiator, Digital Partnerships
Dan Tighe – Managing Director

Darren Aronofsky – Director 
Matthew Libatique – Director of Photography
Sandy Haddad – Executive Producer
Ted Robbins – Executive Producer, Line Producer
Scott Franklin – Executive Producer

About FCB
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating "Never Finished" campaign ideas for clients that reflect a deep understanding of the brand's past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Founded in 1873, FCB New York has helped build some of the world's most iconic brands, like FDA's "The Real Cost," LG Electronics, GSK and NIVEA. Learn more at and follow us on Instagram (@FCBNewYork), Facebook (@FCBNewYork) and LinkedIn (@FCBNewYork).

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