California Tobacco Control Program
For 25 years, the California Tobacco Control Program, part of the Department of Health, has run the state’s anti-smoking campaign. But in 2014, they chose us for a new assignment: educate people about the dangers of e-cigarettes. Our campaign used the humble asterisk to communicate all that we weren’t being told about vaping by the e-cig industry. We concentrated our messaging around health implications, youth uptake, and the connection with big tobacco. The campaign ran in TV and digital, with innovative and interactive OOH as well. And we made a website, stillblowingsmoke.org. The results: a massive increase in awareness, and a whole lot of outrage from the opposition, including a parody website, vandalism of our out-of-home pieces, and 20,000+ mentions of our campaign on social channels. Oh, and Fox news got mad at us. Mission accomplished.
Title: Wake Up Agency: Duncan/Channon Role: Senior Art Director
Digital Campaign
