forming pathways, not pages

As the tobacco industry continues to shift and expand, Tobacco Stops With Me has built a robust library of resources to respond in real time. Over time, the volume and breadth of content outpaced the site’s original structure, making it harder for users to navigate and engage with critical information. The challenge was not the quality of the content, but how it was organized. Tobacco Stops With Me needed a clearer, more intuitive way to connect users to policy information, youth prevention resources and industry education while maintaining strong statewide brand and policy sentiment.

The website strategy centered on clarity, hierarchy and purpose.

VI reworked the site architecture so each major topic area lived as a primary navigation category. Dedicated hub pages serve as the central destination for content, housing strong written information and linking to supporting resources through intentional action driven pathways. Existing content was evaluated and retained where appropriate to ensure efficiency while improving clarity and impact.

From a messaging standpoint, the team prioritized a data forward yet empathetic voice. Statistics and research lead the narrative to establish credibility and urgency, while plain language connects the data to real life concerns faced by Oklahomans.

The goal was to position Tobacco Stops With Me as a supportive partner encouraging informed, productive conversations over an authoritative figure.

The result was a fully redesigned Tobacco Stops With Me website with a clean, modern UX and a clear information hierarchy. The site was designed mobile first to meet audiences where they are. A modular design system allows the site to scale easily as new content and campaigns are added. Pages were condensed and reorganized to eliminate duplication and improve navigation, making key content easier to find and understand.

Visuals are used with intention, serving as functional reinforcements of key messages rather than decoration to guide users through complex information without overwhelming them.

Copy across the site is consistent, approachable and mission driven. Data leads each section, supported by empathetic language that encourages action for parents, educators and youth.

Following launch, the redesigned Tobacco Stops With Me website delivered strong early engagement, reinforcing its role as a trusted resource for parents, educators and community advocates.

In the first four months, the site reached more than 80,000 users, generating over 93,000 sessions and nearly 370,000 total events, with an average session duration of nearly two minutes. These engagement signals demonstrate meaningful interaction with long form educational content and consistent use of on-page elements that encourage exploration and action.