“CDPHE Tobacco Is Nasty”
Colorado Department of Public Health and Environment – Tobacco Is Nasty
Despite recent gains in decreasing youth tobacco use in Colorado, an alarming number of youth still use tobacco products. Continued prevention efforts are critical to ensuring Colorado kids do not become adult tobacco users, yet youth are notoriously challenging to reach and engage, and many feel like they have heard the same messages about not using tobacco before (yet many use tobacco anyway).
The Colorado Department of Public Health and Environment engaged SE2 to develop a mass media campaign to reach these kids.
Our approach piqued kids’ interests by using new and novel information about tobacco that they might not have heard before, which we learned through extensive primary research with youth in interviews and focus group conversations. The creative focused on the Totally Nasty ingredients they haven’t heard of before – the same stuff that is in cat pee, lighter fluid, dog poop – and showed those ingredients in graphic detail. Additionally, tying into youth’s obsession with online quizzes, we developed a custom quiz that encouraged kids to find out just how nasty they are.
Both the advertising and quizzes infused anti-tobacco and prevention messaging so that kids walked away with a better understanding of the dangers of tobacco.
Finally, with our project partner InLine Media, we used novel approaches to paid media like in-game advertising that tied our anti-tobacco messages to the game content to great effect.
The combination of compelling creative and novel paid media drove the campaign to double industry benchmarks in terms of click-through and view rates.
Optimizations we made to the website, such as content and navigation improvements, increased the amount of time kids spent learning about the dangers of tobacco.
Using Technology to Deliver Targeted Health Messages
Improve health outcomes and your bottom line
Membership and trade association professionals are struggling to manage escalating member expectations. One organization used influencers to raise its profile and delight members.
While only 7 percent of high school students currently smoke cigarettes, one in four Colorado adolescents vapes nicotine. See how we kicked off a youth movement to end youth vape use.
In 2015, the brewing landscape in Colorado was fluid and uncertain. Despite its proud history as a major fixture in the Centennial State, Anheuser-Busch’s positive local impact and significant local investments were underappreciated.