THE ASK: A Louisiana statewide anti-smoking organization asked us to reach out to historically ignored minority groups to let them know there are resources available to help them quit smoking.

MY ROLE: Associate Creative Director. Led concepting, interviewed and scripted all talent (real members of underrepresented groups) and scripted videos, oversaw production.

WHAT WE DID: Every smoker already knows smoking is bad for their health. So why does every cessation campaign hammer home the same stats about cancer and death? We decided to take a totally different approach to targeting historically ignored smoking populations: reinforcing that everyone has a different reason it’s important for them to quit. We found real former smokers with great stories, and carefully showed them off.

THE RESULTS: We drove over 34,000 smokers to the TFL site to get help quitting, and our response rates blew benchmarks out of the water, from over 5% on display for our rural target and over 12% on social overall (including teens on TikTok).