FDA: This Free Life
Agency: Rescue
Campaign Summary
This case study for the launch of the US Food And Drug Administration's public education campaign aims at preventing and reducing tobacco use among lesbian, gay, bisexual and transgender (LGBT) young adults ages 18-24. The $35.7-million campaign was:
- Created to challenge the perception that tobacco use is a necessary part of LGBT culture.
- Designed to reach the 800,000 occasional or "social" smokers in the LGBT community to help prevent tobacco-related disease and the loss of tens of thousands of LGBT lives to tobacco use each year.
- Launched in 12 markets in...