The shocking scale of child labor in the tobacco industry has been laid bare by a hard-hitting Snapchat lens that takes people #BehindthePack to reveal how 1.3 million children toil in the background to underpin the industry.

Produced by L’ACT (Alliance contre le tabac) and TBWAParis, the harrowing campaign takes a sharply different tack from the traditional anti-smoking messages that focus on the health dangers to the individual, instead focusing on the broader dangers posed to a young workforce.