Cannes Gold Lion Winner

Alabama Tobacco-Free Families tasked us with reducing smoking rates among pregnant women, with success measured by requests for “I Can Quit” kits via a 1-800 number. We conducted deep audience research to understand real motivators. For many women, disposable income was scarce, and the prospect of medical costs tied to a sick baby proved more motivating than traditional health warnings. The campaign exceeded all client goals and earned a Cannes Gold Media Lion at the Cannes Lions International Festival of Creativity for its smart use of media and creative strategy.

We created a TV spot shot in green hues and off-kilter angles to convey the physical unease and emotional desperation of a new mother with a sick baby.

Following that approach, we created a radio spot—knowing this audience actively listened to radio—that was loud and bawdy, mimicking a used-car ad before taking an unexpected turn. (Click the 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!

In year two, the focus shifted to educating women about the dangers of secondhand smoke. We created the Department of Second Hand Smoke, a campaign built to feel official and unavoidable. As a PR stunt, we hired drivers to cruise targeted neighborhoods in cars outfitted with magnet decals resembling police vehicles, reinforcing the message in the real world. The effort generated significant press buzz. See the TV spot below.

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