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

Credits & Description:

Media: Outdoor
Category: Education
Client: California Tobacco Control Program
Agency: Duncan Channon
Production: MJZ
Country: United States of America
Creative Director: Anne Elisco-Lemme
Creative Director: Michael Lemme
Art Director: Shannon Burns
Copywriter: MJ Deery
Copywriter: Derek Taylor
Art Director: Chris Onesto

Studio designer – Scott Whipple
Senior broadcast producer – Keenan Hemje
Senior broadcast producer – Christine Gomez
Art buyer – Renee Hodges
Art producer – Porsche Michelle
Senior art buyer– Diana Courcier
Print producer – Julie Mastalerz
Senior digital producer – Eric Kozak
Producer – Emily Sarale
Chief strategy officer – Andy Berkenfield
Strategy director – Kelleen Peckham
Strategist – Adam Flynn
Digital strategist – Brandon Sugarman
Director of communications planning – Leslie Diard
Group director of communications planning – Rochelle Armstrong
Communications planning supervisor – Paulo Delacruz
Communications planner – Caitlin Delaney
Director of account management – Jamie Katz
Account director – Kumi Croom
Account supervisor – Rachel Smutney
Account supervisor – Vida Thaxton
Senior account manager – Davis Wolfe
Associate account manager – Neha Sinha

Video Production
Production company – MJZ
Directors – Will Hoffman & Julius Metoyer
President – David Zander
Senior executive producer – Eriks Krumins
Producer – Suza Horvat
Editorial – Cabin Edit
Editor – Issac Chen
Executive producer – Carr Schilling
Producer – Michelle Dorsch
Editor & finishing – Kurt Zhuang
Sound engineer – Joaby Deal, One Union Studios
Photographer – Pari Dukovic

Website production
Agency – Beyond
Senior digital project manager – Marcus Chairez
Art director – Ross Fischer
Senior product designer – Rachel Mersky
Product designer – Agatha Kielczewski
Technical director – Rowan Laurence
Front end development lead – Miguel Caires
Quality assurance lead – Jeffrey Campbell
Producer – Mark Abraham
Front end developer – Sarah Mendham
Senior back end developer – Ching Leung
Quality assurance analyst – Nikhail AhPo
Synopsis:
“Never Just a Smoke” is a new campaign created by Duncan Channon, for the California Department of Public Health’s CA Tobacco Control Program (CTCP) that responds to the reality that casual smoking by young people is on the rise -- even as daily smoking declines. While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy ‘pack-a-day’ smokers, this campaign taps into the insight that social smokers age 21 to 35 typically don’t view themselves as ‘smokers’ -- and thus, underestimate the harm of lighting up socially. CTCP’s “Never Just a Smoke” campaign also combats the reality that new forms of tobacco -- including hookah, cigarillos, JUUL and e-cigarettes -- make social smokers less likely to perceive the health risks of occasional use. OOH, digital video, digital audio and radio targets “smokers in denial” age 21 - 34 across California -- with special focus on reaching LGBTQ, Hispanic, Asian and African-American communities that are at higher risk for social smoking.