He's having fun. Children have no idea. Without some kind of rude awakening, they grow up to be oblivious, complacent, addicted adults. They are designed to startle. The images are a catalyst.
Kids are extremely well-informed about the hazards of tobacco.
Nevertheless, the onset of smoking has increased by one third in the last three years. This drastic rise in the numbers of children who smoke occurred despite enormous expenditure of time, energy and money spent on tobacco education programs.