5 Gum had used famous influencers to engage teens to take action, but over 75% of them didn’t feel inspired. So, we turned to another group of expert - not for what they did, but for what they didn’t do.
We knew fear prevents people from trying new things. But when we look back on our lives, it’s what we chose not to do that we regret the most. So, we turned to a group of expert - not for what they did, but but for what they didn’t do - and captured the stories of 5 senior citizens haunted by a lifelong regret.
Overnight, their stories transformed them from unknown seniors into powerful influencers whose stories served as powerful calls-to-action and inspired young people to overcome their fears and live with no regrets.