Case Study

California Tobacco Control Program
After besting more than 100 agencies for this important account, our first advertising task was to address the issue of vaping and e-cigarettes, sales of which were booming.

Funded by the California tobacco tax, this comprehensive, integrated campaign was the first major effort to address the health uncertainties of e-cigarettes, especially for young people.

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With strategy and media planned and purchased by D/C, the campaign sought out e-cig users, and the people who care about them, wherever they gather. That indicated a major TV buy, as well as a substantial presence at targeted outdoor locations, with both billboards and wild postings.

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To better tie the call-to-action to the advertising’s overall look-and-feel, we also created a extensive landing page that offered dramatic images, engaging navigation and information about, among other things, the extremely dubious ingredients one might find in the average e-cigarette.

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