Case Study: Empowering Providence Teens To Be Tobacco Free

Tobacco Free ProvidenceCLIENT: Mayor’s Substance Abuse Prevention Council

ISSUE: With nearly one-in-four of Providence teens smoking cigarettes by the time of reaching their senior year in high school, the Mayor’s Substance Abuse Prevention Council (MSAPC) launched a city-wide public awareness and advocacy campaign to empower teens to say no to tobacco products and deceptive marketing efforts.

CAMPAIGN: Advocacy Solutions was engaged by MSAPC to serve as Tobacco-Free Providence campaign manager. Working closely with MSAPC staff, Advocacy Solutions developed overall messaging and implemented a comprehensive campaign including:

  • Launching and maintaining the www.tobaccofreeprovidence.org website as an information tool for Providence parents and teens.
  • Launching and maintaining Tobacco-Free Providence Facebook and Twitter accounts.
  • Developing a Tobacco-Free Providence video for sharing on social media.
  • Developing collateral materials including palm cards, post cards, window decals, and banners.
  • Executing a paid media campaign including bus, radio, newspaper, and social media advertisements.
  • Organizing a Tobacco-Free Providence rally.
  • Earning press coverage in the Providence Journal, Providence En Espanol, Providence American, Providence Business News, and Rhode Island Public Radio. In total, Tobacco-Free Providence generated 160 earned media clips, including a mix of print, television, and radio coverage.

RESULT: Tobacco-Free Providence recruited hundreds of Providence teens and parents to directly engage with the campaign via Facebook, Twitter, and a campaign rally which drew more than 200 attendees to oppose deceptive tobacco marketing efforts. The city-wide paid and earned media campaign also successfully raised general awareness of the dangers of tobacco use for teenagers.

This entry was posted in Case Study. Bookmark the permalink.

Comments are closed.