The California Tobacco Control Program (CTCP) is a division of the California Department of Public Health. After spending nearly four years servicing this client, we worked on a variety of campaigns each with a specific purpose. Campaigns were a full 360 inclusive of TV, radio, social media, search keywords, print, OOH, digital banners, native articles, email blasts, integrations, translations, and website updates.
Secondhand Smoke The first iteration of the campaign (SHS 1.0) was a refresh of ten year old creative. I spearheaded the projected which produced two spots in both English and Spanish with a marijuana variation of each. We focused on educating residents of multi-unit housing that even if they don't smoke, secondhand smoke can travel from a neighboring apartment into theirs. We encouraged landlords and managers of multi-unit housing units to make their facilities smoke-free. Our team received two 2019 Bronze Addy Awards for Regional/National Television Campaign for both Spanish and English.
During the second iteration of the campaign (SHS 2.0) I worked on the Spanish version only. We focused on broadening the definition of secondhand smoke to go beyond traditional smoke and encompass hookah, cigarillos, marijuana, and vape smoke. The Spanish nuance for both iterations is that Hispanics are more likely to act in order to protect their family.
Wake Up I worked on the Spanish version of this campaign. This was our first campaign that highlighted the dangers of vaping, particularly the youth. The TV spot highlighted that vape smoke is not harmless water vapor.
Flavors This campaign was the largest of all. The first iteration (Flavors 1.0) encompassed Spanish preferred, bilingual, and African American campaign collateral. We zeroed in on Big Tobacco using flavored nicotine products such as e-juice to get the youth addicted. Our team was a 2019 health Effie finalist in the category of Disease Awareness & Education: Non-Profit for the "Flavors Hook Kids" campaign.
During the second iteration (Flavors 2.0) our main focus was on the effects of nicotine on the adolescent brain such as mood swings, headaches, and anxiety.
California Smoker's Helpline Although CTCP does not run this organization, it does try to support its cessation effort. Through optimization of campaigns, we uncovered the Hispanic audience responds best to cartoon creative from the smoker's perspective that is uplifting. This was the only campaign that was direct response focused rather than awareness based.
Come Clean This campaign was a quick adaptation of the general market creative with a focus on the negative impact cigarette butts have on the environment.
30s Eng - SHS 1.0 - Secondhand Sally Alt
30s Spa - SHS 1.0 - Apartamento
30s Spa - SHS 2.0 - Globos Negros
30s Spa - Wake Up - Inocentes
30s Eng - Flavors 1.0 - Candy Shop (African American)
30s Bil - Flavors 1.0 - Chocolate
30s Spa - Flavors 1.0 - Piñata
30s Bil - Flavors 2.0 - Anthem
30s Spa - Flavors 2.0 - Llamada de atención
30s Spa - CA Smokers Helpline - Cranky Smoker
30s Spa - Come Clean - Desecho mortal
