Case Study: D.C. Tobacco-Free 2016-10-14T10:58:56+00:00

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.

Challenge

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.

Case Study: D.C. Tobacco-Free Families Integrated Marketing Campaign – 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.

Results

  • 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)
DC Tobacco-Free branding

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.

TTF_campaign

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)
  • Website development
  • Use of interactive widgets on the website
  • Healthcare provider training
  • Media placement
  • Press conferences
  • Professional sports team sponsorships
  • Community outreach events

Awards

  • Telly awardA Telly award was given to the video PSA, “A Family Remembers PSA with Darrell Green and Family”
Return to Case Studies