My Work

Shine Without Smoke Campaign

Boston Public Health Commission, Recovery Services Bureau

Campaign Overview

Shine Without Smoke is a youth-centered public health campaign created by the Boston Public Health Commission’s Recovery Services Bureau to engage teens in rethinking marijuana use. Co-designed with local youth through focus groups and feedback sessions, the campaign was intentionally built to feel culturally relevant, authentic, and impactful. Instead of leaning on fear-based messaging, it reframes the conversation around what young people gain when they choose to shine without smoke—clarity, stronger relationships, and space for growth.

Creative Approach

The campaign uses bold photography disrupted by hand-drawn distortions and ripped paper effects to visualize how marijuana can cloud focus, strain relationships, and interrupt growth. These layered interventions bring a raw, tactile energy that stands apart from the polished, corporate-style ads that usually fill bus shelters. Paired with clean typography and direct messaging, the ads deliver a clear takeaway: teens shine brightest without smoke.

My Role

As lead designer and creative strategist, I was responsible for shaping the campaign from concept through execution. I integrated insights from teen focus groups into the design process, ensuring the final work reflected their voices and perspectives. I designed the bus shelter graphics and digital assets, and I developed the Shine Without Smoke subpage on the CopeCode Club website to create a seamless bridge between the physical ads and digital resources.

I partnered closely with the Recovery Services Bureau to align creative decisions with public health objectives while maintaining cultural relevance for youth audiences. My role combined strategy, design, and implementation to bring the campaign to life across both print and digital platforms.

Cédrick Gustave

cedrickgustave@gmail.com