Our team worked closely with Legacy and an alliance of advertising and PR firms to createand launch truth®, a campaign to prevent youth smoking. Our efforts centered on guerillamarketing, youth empowerment and education, and included the truth summit,the truth tour, and local events and trainings. truth® is recognized as one of themost effective social-marketing efforts ever conceived and was responsible for 450,000fewer smokers in the first four years of the campaign.
As Legacy’s PR agency of record, we managed publicity efforts for “Bob Quits and Mary Quits,”two online, reality-TV-style public awareness campaigns that told the stories of real people,Bob and Mary, as they quit smoking. Both campaigns followed the smokers through the dailychallenges of quitting.Our PR efforts for the two campaigns resulted in more than 17 million media impressions.
Our team manages the national and local media strategy for EX®, a groundbreaking resourceto quit smoking. Our efforts generated significant media coverage during a four-market pilot in2008. Based on that success, EX® launched nationally with more than 193 million mediaimpressions in its launch year, including a Parents Magazine media partnership, Parents Quitfor Good – powered by EX®; and a multiple-part series on The Today Show about EX® and theimportance of quitting.
We worked with Legacy to create an advocacy movement to focus the passion and energy ofyoung people toward change. The result was a series of youth activism programs, includinga speaker’s bureau, panel of youth advisors, alumni group, and national advocacy internshipprogram. By the fifth year, we had trained more than 20,000 youth, added 300 youth and“alumni” to the advisory panel, and placed 200 students in internships at 20 agenciesand organizations.
Legacy values cutting-edge research to highlight tobacco issues such as youth prevention,smoking imagery in mass media, and tobacco’s impact on our society. Our team simplifies andbrings to life complex data, facts and figures drawn from research in ways that generate mediacoverage. For example, we developed an integrated PR campaign to promote research for thefifth anniversary of truth®, resulting in 61 million media impressions.