Tobacco Free Florida: Auctioneer
Agency: Alma Ddb
Campaign summary
This case study for Tobacco Free Florida in the US features a radio spot "Auctioneer" as part of its socially-driven, smoking-cessation campaign "The Facts Now" that targeted Florida's teens and young adults. The campaign, which had less than $4M to get its message across, faced two challenges: Big tobacco companies that spend close to $1 billion dollars in Florida alone advertising to teens as replacement smokers. And the teens themselves—How to gain the limited attention of teenagers who had no interest in dry facts about the dangers of smoking?
- The solution:...