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driving change through stop motion

Oklahoma Tobacco Settlement Endowment Trust

driving change through stop motion

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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

People who live in apartments and multiunit housing share the air with their neighbors. Meaning the smoke from one cigarette can harm everyone in the building … without them even knowing. Millions of Americans are unaware of the threat sneaking in through cracks in the walls, floorboards, light fixtures and outlets. So, when our longstanding client, the Tobacco Settlement Endowment Trust, challenged us to create a campaign that makes Oklahomans aware of this issue and encourages them to act towards a solution, we asked ourselves the question: How can we make this invisible danger visible?

challenge

People who live in apartments and multiunit housing share the air with their neighbors. Meaning the smoke from one cigarette can harm everyone in the building … without them even knowing. Millions of Americans are unaware of the threat sneaking in through cracks in the walls, floorboards, light fixtures and outlets. So, when our longstanding client, the Tobacco Settlement Endowment Trust, challenged us to create a campaign that makes Oklahomans aware of this issue and encourages them to act towards a solution, we asked ourselves the question: How can we make this invisible danger visible?

strategy

We chose stop motion animation to show secondhand smoke’s journey as one puff from a cigarette impacts two families. But our small puppets had a big responsibility. We worked with the American Lung Association to educate on the health effects of secondhand smoke: bronchitis, pneumonia, asthma attacks, ear infections, lung damage, sudden infant death syndrome (SIDS), and more… Additionally, secondhand smoke means adults are more likely to take sick days and face financial burdens, and kids miss more school and are likely to start smoking themselves. Seventy one percent of residents prefer to live in smokefree housing, but don’t know how to advocate for it. With toolkits, educational resources and advocacy pages, we gave the power back to residents and property owners, while pushing for larger policy change through our social and out-of-home campaigns.

strategy

We chose stop motion animation to show secondhand smoke’s journey as one puff from a cigarette impacts two families. But our small puppets had a big responsibility. We worked with the American Lung Association to educate on the health effects of secondhand smoke: bronchitis, pneumonia, asthma attacks, ear infections, lung damage, sudden infant death syndrome (SIDS), and more… Additionally, secondhand smoke means adults are more likely to take sick days and face financial burdens, and kids miss more school and are likely to start smoking themselves. Seventy one percent of residents prefer to live in smokefree housing, but don’t know how to advocate for it. With toolkits, educational resources and advocacy pages, we gave the power back to residents and property owners, while pushing for larger policy change through our social and out-of-home campaigns.

solution

Our campaign, Apartments, not only educates in an incredibly eye-catching way, it also empowers and equips audiences to make a difference. The dangers of smoking may be a topic that’s been talked about for decades, but we don’t accept any excuses – we continue to find groundbreaking ways to educate and create change, no matter the topic.

Our campaign, Apartments, not only educates in an incredibly eye-catching way, it also empowers and equips audiences to make a difference. The dangers of smoking may be a topic that’s been talked about for decades, but we don’t accept any excuses – we continue to find groundbreaking ways to educate and create change, no matter the topic.

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