Work + News

California Tobacco Control Program

Nicotine equals brain poison. Two images in a grid. Image to the left is the campaign example featuring two male presenting teens with their heads down smoking a vape pen with a copy overlay that reads Nicotine equals brain poison. The right image is the gold Clio award on a black background.

Nicotine = Brain Poison = Clio

Our work for CTCP has awakened parents to the teen vaping epidemic and won a slew of awards in the process (not nearly as important, but nice). The latest is that most venerable of ad accolades: the Clio.

Image headline reads: One Juul Pod Contains the same amount of nicotine as a pack of cigarettes. The words “I just smoke at parties.” is written several times with words “at parties” crossed out so it reads, “I just smoke.” Two people are sharing a e-cigarette. They appear intoxicated and dazed.

California Tobacco Control · Social Smoking

Daily smoking has been on the decline for decades and yet casual smoking is actually on the rise. How do we get at-risk groups to see social smoking for what it is: plain old dangerous, unhealthy smoking.

Bus stop billboard ad. Featuring male presenting teen leans into his locker at school and takes a drag of a vape pen. There is text over the image in black and white that reads “Nicotine: looks like tech, works like poison. “Flavorshookkids.org” is in the bottom right side of the image.

Nicotine: the teen nightmare

Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

Two male presenting teens sit in their car in a parking lot. One is wearing a bright green hoodie the other is in a black hoodie. They are filming themselves as they take turns puffing from their e-cigarette.

Snuffing out the social smoker

How do you convince people to stop using a product they don’t think they use? With an innovative three-pronged media approach to reaching the social smoker.

Flavors Hook Kids

Evoking moments all parents remember; watching their kids find their favorite foods. Set in stark contrast with teens taking their first flavored steps into addiction.

Image headline reads: One Juul Pod Contains the same amount of nicotine as a pack of cigarettes. The words “I just smoke at parties.” is written several times with words “at parties” crossed out so it reads, “I just smoke.” Two people are sharing a e-cigarette. They appear intoxicated and dazed.

Social smoking hurts more than you think

While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy ‘pack-a-day’ smokers, social smokers age 21 to 35 typically don’t view themselves as ‘smokers’ — and thus, underestimate the harm.

The tobacco industry has a kids menu

Today marks the launch of DC’s latest campaign for the California Tobacco Control Program. The work exposes the tobacco industry’s latest deception: using flavors and products that masquerade as snacks and flash drives to hook kids when their brains are most susceptible to addiction.

New TV and a billboard full of butts

In its latest effort for the California Tobacco Control Program, DC shifts focus from the health dangers of cigarettes to the environmental dangers of cigarette butts. The “Come Clean” campaign features new TV and a billboard filled with 12,000 toxic butts.

“Wake Up” wins North American Effie

DC’s “Wake Up” campaign snared a silver at the 2016 Effies, the pre-eminent industry award for marketing that drives measurable success.

Campaign of the Year for “Wake Up”

DC’s campaign for the California Tobacco Control Program took home the top BIG Star prize over a stellar field.

Vaporware

D/C has just launched the second year of the State of California’s effort to educate citizens about the potential perils of vaping nicotine.

DC site takes top Pixel Award

Thirty-two industry judges bestowed top prize on D/C in the non-profit category of the 10th annual Pixel Awards.

Just what the doc ordered: gold, silver, Best in Show

Jackpot for DC at the 2015 Healthcare Marketing IMPACT Awards, sponsored by Modern Healthcare and Ad Age, Thursday night in Chicago. It started with a silver in the video category for John Muir Health, a pair of golds for California Tobacco Control (CTCP) in the video and integrated campaign categories and was topped off with Best in Show for CTCP.

Still Blowing Smoke

After besting more than 100 agencies, our first task for the California Tobacco Control Program was to address the arrival of e-cigarettes.

California debuts ads to counter e-cigs

Twenty-five years after launching the first anti-smoking advertisements in the state, the California Department of Public Health today premiered a series of television, digital, and outdoor ads in a new campaign called “Wake Up,” as part of its educational effort to inform the public about the dangers of e-cigarettes.

D/C wins California Tobacco Control Program advertising work

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.