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.
While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy ‘pack-a-day’ smokers, this campaign tapped into the insight that social smokers age 21 to 35 typically didn’t view themselves as ‘smokers’ — and thus, underestimated the harm of lighting up socially. CTCP’s “Never Just a Smoke” campaign also combatted the reality that new forms of tobacco — including hookah, cigarillos, JUUL and e-cigarettes — make social smokers less likely to perceive the health risks of occasional use.
Outdoor, digital video, digital audio and radio targeted “smokers in denial” across California — with special focus on reaching LGBTQ, Hispanic, Asian and African-American communities that are at higher risk for social smoking. Digital video appeared around key moments and “stressors” that typically drive people to light up, such as graduation and moving. CTCP also partnered with Buzzfeed on custom “Regrets You Have After A Night Out” video and quiz content to further engage young social smokers. The campaign included online resources at www.neverjustasmoke.org.
In addition to featuring same-sex couples in both digital video and OOH executions, the campaign included animated projections and geo-targeted digital videos near LGBTQ Pride events, as well as posters and coasters at LGBTQ bars across Los Angeles, San Francisco, San Diego and Sacramento.
“After discovering that young people who smoke socially rarely see themselves as smokers, we wanted to play with this distorted perception about the pervasiveness of their habit — as well as its harm,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “The campaign places young people in true-to-life social situations that force a moment of self-realization about the truth of their smoking and its impact. We strip away the excuses used to defend social smoking — leaving the viewer with the stark reality of their smoking and its health consequences.”
“The campaign also combats the reality that new forms of tobacco — including hookah, cigarillos, and e-cigarettes such as JUUL — make young people less likely to perceive the health risks of occasional use,” said Elisco-Lemme. “It’s all too easy to dismiss something you don’t do everyday as harmless, especially if it doesn’t look or taste like a traditional cigarette.”
Work + News
Croom talks director role with Adweek
DC is proud to announce Kumi Croom’s new role as DC’s first director of diversity and collaboration. Check out Kumi talking with Adweek about her goals and the progress she’s already helped to usher in.
Vaccination: our state’s best shot
As reported in AdAge and Adweek, DC was awarded the state’s $40 million campaign to bolster public confidence in Covid-19 vaccinations. And work is already underway on this critical effort.
The spots are animated. The struggle is real. True tales of former smokers on the perilous path to quitting.
InnovAsian: The Next Generation
DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.
Not only did viewers rank the TV spots above those of market leaders Corona and Dos Equis, they gave them the third highest score for any alcohol-related ad that year. Which might be one good reason for a frothy 37% sales increase.
Beautyscape in the Bahamas
Created by DCLA for e.l.f., the fifth installment of the award-winning influencer program is now underway in the Bahamas. And garnering more heat than ever.
SweeTARTS' Be Both is back
After the sweet success of last year’s 'Be Both' launch, SweeTARTS is doubling down on the campaign to Gen Z with brand new work in market now — and more to come in 2021.
CBS x Alfred Coffee · Emmy Awards
DCLA partnered CBS Studios with Alfred Coffee to reach Emmy voters and garner support for Star Trek: Picard. The timely work tapped into the diversity and inclusion central to Gene Roddenberry’s original vision.
Loyalty or discount program advertising often dwells in the downscale world of the coupon clipper — a turnoff to savvier online shoppers. Our strategy was to present Rakuten as every bit as premium as the brands it offered rebates on.
Even the mild-mannered have something inside that drives them wild. And thanks to StubHub that wild thing is busting out all over.
Gap · Dress Normal
Gap asked us to build consideration and generate trial for their newly launched “Dress Normal” brand platform. Thirty influential Instagram photogs helped us do just that.
This way to health insurance
Today marks the launch of our first campaign for Covered California as part of a five-year, $400-million effort to help all Californians get the health insurance they need.