358 Helsinki devised a sneaky way to promote the Cancer Society of Finland's anti-smoking message by launching Burn!, a magazine that looks a lot like the other celeb rags on the stand but instead, features unflattering stories about smoking teenage celebrities. The magazine was distributed as inserts with other celebrity glossies and was intended to be a one-off project. However, it was so popular amongst teens that the agency ended up publishing two more issues and is in the midst of launching a fourth.
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