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May Wilkerson May Wilkerson

Video: Help Fight Big Tobacco by… Eating Hummus

A new campaign shows how buying hummus could help put tobacco companies out of business.

6 Substance

Time to get your hummus on, folks. Love it or not, the chickpea-based party snack that pairs well with pita could double as a powerful weapon against Big Tobacco, according to a new campaign by Truth. With American cigarette sales in decline, and hummus as popular as ever, some farmers are now raking in more revenue by shifting from tobacco farming to harvesting chickpeas.

The Truth anti-smoking campaign, who produced the memorable 2000s PSA showing teens dumping body bags on tobacco companies’ doorsteps, is touting a less gory message in 2014: fight smoking with hummus. This campaign video shows how choosing chickpea dip instead of a pack of smokes could help put tobacco companies out of business.

Tobacco smoking is still the number one preventable cause of death in the US. But hummus is the number one easy appetizer to bring to a dinner party. Let battle commence.