After besting more than 100 agencies for this important account, our first advertising task for the California Tobacco Control Program (CTCP) 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.
With strategy and media planned and purchased by DC, 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.
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.
Our strides towards denormalizing vaping would not have come without the DC team. From their passion for the issues, the arresting, thought-provoking creative and the flawless execution, we couldn’t be happier with our partnership.Valerie Quinn, Comms & media strategy, California Tobacco Control Program.