CVS Health: Cigarettes Out. Health In.
Brand: CVS Health
Agency: BBDO New York
Launch date: September 3, 2014
Duration: 4 months
Media used: TV, OLV, Print, OOH, Social, Digital, Event, Retail, Direct
Target audience: 1. Smokers, and anyone impacted by smoking / 2. Professionals in the health category
Challenge + Business Objectives
Each year, smoking-related illnesses cost Americans $300 billion1 and the use of tobacco claims 480,000 lives.2 To put it mildly, tobacco ≠ health.
Yet many companies that profess to make people healthy also sell cigarettes.
Over the past...