Case Study: Smoke and Mirrors: An Aggressive Media Outreach Campaign Tackles Tobacco Addiction

Company: ClearWay Minnesota Agency: Carmichael Lynch Spong Timeframe: May-November 2007 Every year in Minnesota, tobacco use causes more than 5,600 deaths and is estimated to cost $2 billion in direct health care costs. While there's high awareness among smokers about the health risks associated with tobacco use, many struggle to quit, often adopting an "it won't happen to me" attitude. ClearWay Minnesota, a nonprofit organization that aims to improve the health of the state's residents by reducing the harm caused by tobacco, wanted to turn smokers' knowledge into action. In 2007, ClearWay Minnesota tasked agency Carmichael Lynch Spong to develop a community relations campaign that would help drive usage of its QUITPLAN Services, Minnesota's only free, professional smoking cessation program. Building The Foundation To provide insight on how to communicate about tobacco to a variety of audiences that includes current smokers seeking to quit, ethnic groups and an 18-25 year-old demographic, the campaign team conducted research in two stages.

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