Cannes Gold Lion Winner

We were tasked by Alabama Tobacco-free Families with lowering the rate of smoking among pregnant women. Success was measured by the number of "I Can Quit" kits that were requested via a 1-800 number. We dug deep to understand what motivated this audience. If they smoked, their babies would be sick and would cost time and money. Disposable income was rare for these women, so the idea of spending it all on a sick child was motivating enough to get them to take steps to stop smoking. This campaign exceeded every goal the client had. And we were awarded a Cannes Gold Media Lion for the smart media and creative work.

We created a tv spot that was shot with green hues and on odd angles to capture the sick and desperate sense of a new mother with a sick baby.

Following suit, our radio spot (because these women did listen to radio) was loud and bawdy, mimicking a used car spot that took a strange twist. (Click arrow below to listen.)

We put up attention-getting MISSING posters in laundromats and C-stores.

This poster was placed on phone booths with a free 800# our audience could call for their FREE stop smoking kit. The calls came pouring in!

Year two we were tasked with educating women about the dangers of second-hand smoking. We create the Department of Second Hand Smoke. And for a PR stunt, we hired men to drive in certain neighborhoods where the spot ran and added magnets to the car doors to look like official police cars. We got a lot of press buzz on the effort. See the TV spot below.

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