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clearing the air for future generations

Oklahoma Tobacco Settlement Endowment Trust

clearing the air for future generations

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The Oklahoma Tobacco Settlement Endowment Trust (TSET) is a longstanding VI client and the direct result of a nationwide settlement between 46 states and the four largest tobacco companies, also known as Big Tobacco. One of their programs, Tobacco Stops With Me (TSWM), disseminates emotional and highly recognizable messages throughout the state to recruit Oklahomans to advocate for a tobacco-free future.

challenge

In Oklahoma, one in five children still live with the detrimental effects of secondhand smoke in their homes every day. To raise awareness about this issue, we collaborated with our longtime client, the Tobacco Settlement Endowment Trust, to launch a campaign called The Cloud. We wanted to evoke strong emotions with our audience, so we sought out to cultivate feelings of frustration and sympathy, in order to create advocates for Tobacco Stops With Me initiatives.

challenge

In Oklahoma, one in five children still live with the detrimental effects of secondhand smoke in their homes every day. To raise awareness about this issue, we collaborated with our longtime client, the Tobacco Settlement Endowment Trust, to launch a campaign called The Cloud. We wanted to evoke strong emotions with our audience, so we sought out to cultivate feelings of frustration and sympathy, in order to create advocates for Tobacco Stops With Me initiatives.

strategy

So how did we communicate these emotions and message on the prevalence of secondhand smoke in the lives of Oklahoma kids? Through storytelling, the cloud-shaped stuffy symbolizes how a child living with secondhand smoke carries the health effects and dangers wherever they go. We follow a young girl throughout her school day living with the consequences of secondhand smoke which ultimately leads her to another doctor's visit and an additional school absence. It is a collective responsibility to protect Oklahoma’s youth from secondhand smoke, and The Cloud campaign aims to educate and bring awareness to this ongoing issue children suffer from every day.

strategy

So how did we communicate these emotions and message on the prevalence of secondhand smoke in the lives of Oklahoma kids? Through storytelling, the cloud-shaped stuffy symbolizes how a child living with secondhand smoke carries the health effects and dangers wherever they go. We follow a young girl throughout her school day living with the consequences of secondhand smoke which ultimately leads her to another doctor's visit and an additional school absence. It is a collective responsibility to protect Oklahoma’s youth from secondhand smoke, and The Cloud campaign aims to educate and bring awareness to this ongoing issue children suffer from every day.

solution

Our goal was to shed light on the dangers innocent Oklahoma kids face daily. To accomplish this, we focused on reaching individuals who are committed to combatting secondhand smoke, parents who feel empathetic towards kids who are affected by these dangers, civically engaged adults and adults with children in the home who can help limit their child’s exposure to secondhand smoke. To effectively communicate The Cloud campaign's message, we used a diverse range of media channels, such as television, radio, billboards, print, cinema, digital platforms, and both paid and organic social media.

 

Secondhand smoke contains hundreds of dangerous chemicals, and even 30 minutes can cause long-lasting harm to kids’ developing brains and bodies. Every child deserves to breathe clean air. The Cloud campaign reveals how exposure to secondhand smoke can lead to asthma, bronchitis, ear infections, lung damage and respiratory infections.

 

Regardless of whether a child encounters secondhand smoke in their home, at a daycare, in parks, or at friends' houses, it remains detrimental and is not acceptable for their health.  The journey towards protecting the well-being of children is ongoing, but The Cloud campaign has laid a strong foundation for continued advocacy and action towards Oklahoma's future generations.

Our goal was to shed light on the dangers innocent Oklahoma kids face daily. To accomplish this, we focused on reaching individuals who are committed to combatting secondhand smoke, parents who feel empathetic towards kids who are affected by these dangers, civically engaged adults and adults with children in the home who can help limit their child’s exposure to secondhand smoke. To effectively communicate The Cloud campaign's message, we used a diverse range of media channels, such as television, radio, billboards, print, cinema, digital platforms, and both paid and organic social media.

 

Secondhand smoke contains hundreds of dangerous chemicals, and even 30 minutes can cause long-lasting harm to kids’ developing brains and bodies. Every child deserves to breathe clean air. The Cloud campaign reveals how exposure to secondhand smoke can lead to asthma, bronchitis, ear infections, lung damage and respiratory infections.

 

Regardless of whether a child encounters secondhand smoke in their home, at a daycare, in parks, or at friends' houses, it remains detrimental and is not acceptable for their health.  The journey towards protecting the well-being of children is ongoing, but The Cloud campaign has laid a strong foundation for continued advocacy and action towards Oklahoma's future generations.

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