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Washington State Department of Health: Youth Tobacco Prevention

With our “Tobacco Smokes You” brand, we personalized negative health effects of smoking, portrayed the addiction affliction, and associated smoking’s effect on appearance and attractiveness with an un-cool lifestyle. Smoking is gross. The result was an astounding 48% decline in youth smoking rates. Youth in Washington  State are outpacing the nation in resisting smoking. And 9 out of 10 youth who saw the “Tobacco Smokes You” campaign said the ads gave them good reasons not to smoke.

doppelganger skydiver tank

Washington State Department of Health: Cessation

Our research found, and the results demonstrate, a non-preachy approach combined with encouragement, empathy and empowerment can be highly effective. When we used humor to advise smokers on how to quit, it was the phones that lit up—calls increased 66% in the campaign’s first 5 weeks. Over the past five years, there has been a 13% decline in the number of adult smokers in Washington.
  pest guy minority decision

Washington State Department of Health: Secondhand Smoke

We have taken an informative approach to educating people about the harmful health effects of tobacco smoke on non-smokers. The work has helped people understand that while only 20% of the population smokes, their habit affects us all. The “Pest Guy” spot achieves our goal of invoking an emotional response about the worker-protection debate. The “Minority” spot continues to generate an emotional response about the harmful effects of secondhand smoke exposure in the common places we all like to go.