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Still Blowing Smoke

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.

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