+ Pasadena Public Health
Youth Focused Anti-Tobacco Ad Campaign
Our roles
Overview
The Pasadena Tobacco Control Program aims to protect and preserve the health and well-being of the Pasadena Community from the harmful effects of tobacco and tobacco smoke, especially among youth. The program works through prevention education and public policy promotion. The City enlisted Pastilla to capture their target demographic with high level creative concepts and compete with big tobacco marketing efforts.
The idea was to compete for and capture the attention of African-American and Latino adults and teens in a sensational manner, and we did just that.
Challenge
Combatting tobacco-related marketing that targets these communities had to be hard-hitting to leave an impact, the tobacco community was not going to stay quiet.?
Solution
With backing from the CDC and City of Pasadena’s Public Health Department, we took a direct and eye-catching approach with three separate ads tailored to each target audience to provoke conversation.
Combatting tobacco-related marketing that targets these communities had to be hard-hitting to leave an impact, the tobacco community was not going to stay quiet.?
Solution
With backing from the CDC and City of Pasadena’s Public Health Department, we took a direct and eye-catching approach with three separate ads tailored to each target audience to provoke conversation.
These ads were found throughout the city on transit ads, in bus shelters, on movie theater screens, at point-of-sale locations inside tobacco retailers, and through social media.
A hyperlocal campaign message with a nationwide impact.
+ Results
TV Media Impressions
150 Mil
Print Media Impressions
11 Mil
Digital Media Impressions
425 K
