California Tobacco Control Program: Wake Up
Leslie Diard
Campaign details
Brand owner: California Department of Public HealthLead agency: Duncan/ChannonBudget: 5 - 10 millionCountry: United StatesIndustry: Public healthMedia: Cinema, Earned media, buzz, Internet - display, Internet - search, Online video, Outdoor, out-of-home, Social media, Television
Executive summary
This case study describes how the California Tobacco Control Program launched, a California-wide public health campaign about smoking e-cigarettes in March 2015. It's the first major effort in the nation to raise awareness about the health uncertainties of e-cigarettes and of Big Tobacco's...