New campaign virtually invades the game that gets more YouTube hits than Justin Bieber.

In an attempt to get gamers to quit smoking cigarettes, Swedish organization A Non Smoking Generation have created a “fear clinic” to target the youth directly inside the environment of Minecraft, the viral, open-source and hugely successful game.

Influential gaming YouTuber Joseph Garrett gets paid to upload at least one Minecraft video a day to increase the brand’s exposure. Their most recent partnership post gained more hits than pop stars including Justin Bieber and One Direction, according to the BBC. This shows the immense reach of the game and why exactly A Non Smoking Generation decided to pursue this idea.

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