California Tobacco Control Program / California Department Of Public Health: Asterisk Billboard

Credits & Description:

Wanted share Duncan/Channon's new work for the California Tobacco Control Program and its first campaign to inform the public about the dangers of e-cigarettes. Launching throughout this week with TV, digital and some really cool OOH (including gas station pump toppers and interactive bus shelters), the new campaign is aimed to combat the aggressive marketing and escalating use of e-cigarrettes.
Here are some additional details and credits are pasted below
"California Debuts Ads to Counter E-cigarettes"
Twenty-five years after launching the first anti-smoking advertisements in the state, the California Department of Public Health today premiered a series of television, digital, and outdoor ads in a new campaign called âWake Up,â as part of its educational effort to inform the public about the dangers of e-cigarettes.
âCalifornia has been a world leader in tobacco use prevention and cessation since 1990, with one of the lowest youth and adult smoking rates in the nation. The aggressive marketing and escalating use of e-cigarettes threatens to erode that progress,â said Dr. Karen Smith, newly appointed CDPH director and state health officer.
CDPH recently released a report and health advisory highlighting areas of concern regarding e-cigarettes, including the sharp rise in e-cigarette use among California teens and young adults, the highly addictive nature of nicotine in e-cigarettes, the surge in accidental nicotine poisonings occurring in young children, and that secondhand ecigarette emissions contain several toxic chemicals. Research shows that youth and young adults who use e-cigarettes are far more likely to also use traditional cigarettes and other tobacco products.
âOur advertising campaign is telling the public to âwake upâ to the fact that these are highly addictive products being mass marketed,â said Dr. Smith.
The advertising campaign includes two TV ads that feature songs from the 1950s and '60s and images portraying the health risks of e-cigarettes. One TV ad underscores the e-cigarette industryâs use of candy flavored "e-juice" and products that entice the next generation to become addicted to nicotine. The second TV spot emphasizes the dangers and addictiveness of e-cigarettes, while exposing the fact that big tobacco companies are in the e-cigarette business. E-cigarettes are largely unregulated at the federal level and companies are not required to disclose what is in their products or how they are made.
To inform the public about the dangers of e-cigarettes, CDPH launched an educational campaign in late January. The advertising component kicks off today and runs through June 2015, with TV and digital ads on websites, online radio and social media throughout the state. Outdoor ads, including billboards, at gas stations and in malls, and ads in movie theaters will be phased in throughout the campaign. This counter e-cigarette advertising campaign is part of CDPHâs ongoing anti- tobacco media efforts.
In addition to the advertising, the CDPH educational campaign will include:
Partnering with the local public health, medical, and child care organizations to increase awareness about the known toxicity of e-cigarettes and the high risk of poisonings, especially to children, while continuing to promote and support the use of proven effective cessation therapies.
Joining with the California Department of Education and school officials to assist in providing accurate information to parents, students, teachers, and school administrators on the dangers of e-cigarettes.
The California Tobacco Control Program was established by the Tobacco Tax and Health Protection Act of 1988. The act, approved by California voters, instituted a 25-cent tax on each pack of cigarettes and earmarked five cents of that tax to fund Californiaâs tobacco control efforts. These efforts include supporting local health departments and community organizations, a media campaign, and evaluation and surveillance. Californiaâs comprehensive approach has changed social norms around tobacco-use and secondhand smoke. Californiaâs tobacco control efforts have reduced both adult and youth smoking rates by 50 percent, saved more than one million lives and have resulted in $134 billion worth of savings in health care costs.
Category: Health & safety
Client: California Department of Public Health
Agency: Duncan/Channon, San Francisco, CA
Production: Imaginary Forces
Country: United States of America
Director: Dan Gregoras
Creative Director: Anne Elisco-Lemme
Copywriter: Jessea Hankins
Art Director: Lindsey Butterwick
Exec Agency Producer: Christine Gomez
Account Director: Jamie Katz
Designer: Jake Palu
Content producer â Justine Barnes
Director of production â Carolyn Bormann
Senior digital producer â Jackie Brito
Chief strategy officer â Andy Berkenfield
Brand strategist â Adam Flynn
Account supervisor â Rachel Young
Account executive â Jackie Russell
Account coordinator â Davis Wolfe
CTCP
Communications/media strategist â Valerie Quinn
Senior financial analyst â Sandra Soria
Media specialist â Julie Lautsch
Media specialist â Francisco Michel
TV Production
Executive Producer â Ben Apley
Executive producer â Sarah Roebuck
Producer â Jon Hassell
Coordinator â CJ Tahan
Animators - Mark Lopez, Brian Walsh, Sekani Solomon
Compositor â Toros Kose
Editor â Maria Diakova
Line Producer â Adam Lawson
Cinematographer â Dallas Sterling
Live Action Art Director â Geoff Flint
Production Manager â Ashley Krick
Sound mix
Recording Studio â One Union Recording
Sound Engineer â Eben Carr
Photography & video
Photographers â Anais & Dax
Photography agent â Apostrophe
Producer â Kelly Fayer
Videographer â Thomas Wood