The California Tobacco Control Program, the state program who works to reduce the health impact and premature deaths due to tobacco use, has selected D/C as its full-service ad agency of record after a comprehensive review. The contract, which began this month, covers advertising strategy, creative and media, and runs for up to five years.
Over the past two decades, the CTCP has proven remarkably successful, helping reduce California adult smoking rates by half, to 12% — the second lowest in the US.
Said D/C CEO Andy Berkenfield: “As Californians, as parents and – some of the team — as cancer survivors, we couldn’t be more honored and excited to collaborate on this great cause with this enormously successful CTCP team.”
And if, befitting the seriousness of the task (and the seriousness with which we take it), this announcement seems uncharacteristically sedate, it’s only because you can’t see us all jumping up and down.