Give Coloradans “a reason to care” about the impacts of tobacco. Tobacco use continues to be a problem in Colorado, taking the lives of 4,300 Coloradans annually. Webb has been tasked by the Colorado Department of Public Health and Environment to consolidate more than 10 fragmented websites into one called TobaccoFreeCO.org, as well as to also find a way to call attention to the new website resource and the tobacco issues it addresses.
Use the I Am Tobacco research-based creative to give a voice to the product itself and pull back the curtain on “big” tobacco. In this case pulling back the curtain means uncovering tobacco marketing tactics, the truth behind motives to hook new users and the inevitable effects of prolonged use. Messages were interesting, enlightening and unexpected. Creative and messaging was carried through a variety of communication tactics, including mass media, media relations, community outreach, online, mobile and through a network of statewide grassroots partners.
The creative approach and messaging has focused on being memorable to give Coloradans a reason to care about the impacts of tobacco. While this is an ongoing campaign, launch results showed high penetration in the Colorado market with more than 71 million impressions in the first five months of the campaign, and more than 730,000 impressions and $71,000 in total publicity value through earned media during this same time period. The TobaccoFreeCO.org website now draws over 10,000 visits per month.