Case Study: D.C. Tobacco-Free staylor
Case Study: D.C. Tobacco-Free Families Integrated Marketing Campaign
Client: American Cancer Society and American Lung Association of the District of Columbia, D.C. Tobacco-Free Families Campaign, and D.C. Department of Health
MediaForce designed a groundbreaking marketing campaign to educate people about tobacco use, help them stop smoking, and encourage youth to remain tobacco free. The campaign was one of the first in the country to target underserved, low-literacy English- and Spanish-speaking populations.
The campaign was designed to reach diverse audiences, primarily young African American males, as well as Latino populations. Also among target audiences were medically underserved smokers and lesbian, gay, bi-sexual, and transgender populations.
Web traffic increased significantly — monthly hits went from 1,000 to 22,000
Partners were able to promote youth tobacco-free events and educational programs on smoking cessation and secondhand smoke
The Quitline saw record numbers of callers over the course of several months, with an increase of 1,000% each month on average over the previous year
Major sports sponsorships were achieved with D.C. United, the Washington Wizards, and the Washington Redskins
The campaign employed key impact points that the target audience cared a great deal about, thereby impacting behavior change: points included physical appearance, money, family guilt (as related to the dangers of second-hand smoke), and fear of dying rough (acknowledging that death from smoking-related cancers is terribly painful)
Strategies and Solution
An adaptive campaign was created under a “Live. Smokefree” banner with variations for various audiences. To reach a low-literacy audience, MediaForce used high-impact graphics to convey powerful messages. We launched a major integrated branding campaign for DCTFF using signage on mass transit vehicles, video and audio PSAs, and citywide print distribution.
Campaign Components included:
Major brand and marketing campaign via mass transit, television and radio media buys, online, and print collateral distribution citywide
Promotion of a rebranded Quitline — Quitline® (1-800-QUIT-NOW)
Use of interactive widgets on the website
Healthcare provider training
Professional sports team sponsorships
Community outreach events
A Telly award was given to the video PSA, “A Family Remembers PSA with Darrell Green and Family”