Ohio Department of Health 

Situation: The Ohio Department of Health (ODH) had a tobacco campaign that targeted three groups: Youth (prevention) Smokers (cessation), and Secondhand Smoke (multi-unit apartment dwellers). We created website branding templates (colors, fonts, locations) held focus groups, and created commercials. One ran during Super Bowl LV. 

Role: I worked on the focus groups and marketing plans. We determined who we needed to participate in the focus groups, questions, locations and incentives. Communicating the need for attendees was imperative as they must fit a certain criteria.  We reached the youth ages 14-19 by reaching out to youth organizations, schools, word of mouth and advertisements. For cessation, we targeted African American males between the ages of 25-36. Locating them involved creating advertisements and word of mouth. We employed the same tactics to reach multi-unit apartment dwellers. 

Outcomes:  You Smoke When They Smoke was our secondhand smoke campaign commercial that ran during Super Bowl LV. Over 91.6 million viewers were reached. Additionally, gas station, billboards (cessation), transit and banner ads were distributed throughout Ohio reaching an additional audience The commercial/ad Evolve Don’t Smoke was aimed at the youth. We received the multicultural and public service Diamond Award from the PRSA East Central District for this campaign.