iDon’t smoking prevention campaign

DON’T HAVE TO AND
DON’T WANT TO – SMOKE

Seductive and addictive, tobacco presents a powerful challenge. For teenagers, it represents a torch of freedom, a quick route to adulthood and sophistication. The truth is: tobacco enslaves you to spend money on a product that deteriorates your health. Even with truth on our side, esd confronted a tough sell when we took on UT Health Science Center San Antonio’s assignment to promote awareness among the teen population on the consequences of smoking.

don’t tell teenagers what to do

We did not try to guess what approach to take. esd gathered a series of focus groups comprised of adolescents from the actual target population. They taught us to make tobacco use look unattractive, to speak in the first person and find a device to cement conviction.

get grisly

We created an edgy, contemporary identity and juxtaposed it with grisly art. We created a “commitment card” for students to sign – not as a promise to the school or their parents, but as a promise to themselves.

To promote the program, we:

  • Created a series of strong call- to-action billboards
  • Hosted 15 school seminars
  • Promoted the initiative at large concerts
  • Executed 30 and 60 second TV ads
  • Utilized radio DJ promotion
  • Created retail partnerships for incentives
  • Leveraged more than $250,000 in free media placements with news coverage on all local channels and throughout Texas

22,000 promises

We hit our goal in the first year, and earned extended funding allocations. Over the course of the three-year term the campaign was able to garner over 22,900 teen pledges. esd was recognized for bold creative work, which was adopted by the State Health Department for state-wide PSA distribution.

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esdresults 12/12/17
We are proud to announce esd received the platinum - level 2017 Healthy Workplace Recognition for building a health… https://t.co/t5mqbv3PLb
esd & associates 12/12/17
We are proud to announce esd received the platinum - level 2017 Healthy Workplace Recognition for building a healthy and productive workplace!
esd & associates 12/08/17
Mister Sparky San Antonio is teaming up with #BillsElves this year. Stop by to donate your unwrapped gift at the new Target Alamo Ranch store and let's make 2017 of giving the best year yet! A big thank you for KENS 5 & Kens5.com for coming out and covering this great cause.
esd & associates 12/06/17
We had a great time supporting our client SAtobacco21 at today's press conference that focused on raising the tobacco age.
esd & associates 12/06/17
Innovators. Creators. & Motivators — Oh My! Watch the video below to learn more about esd.

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