This project has been developed in assignment of Pharos, a Dutch institute that tries to overcome the health-gap between low and high socio-economic class.
The t-shirts are aimed at youngsters who don’t smoke. Without putting too much emphasis on it, Judith tried to make youngsters think about smoking and keeping them from starting. The t-shirts show the bad side of smoking, without pointing a finger. The style for this is based on street culture and fashion. The goal is to make the shirts blend in with youngsters’ wardrobes. Via this way, a subtle reminder of the disadvantages of smoking is placed in their daily life.
The collection is meant mostly to keep people from smoking, not to make them quit.