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Vermont Department of Health | Kelliher Samets Volk

The Vermont Department of Health Tobacco Control Program (VDH) and Kelliher Samets Volk were faced with the marketing challenge of convincing the most at-risk Vermont teens to choose to be non-smokers. Given teens’ skeptical and rebellious attitude, their communications strategy included talking to teens from the point of view of “someone like me” (someone from the most at-risk group), tapping into their desire to not be a smoker and leveraging the loss of control that comes from addiction. And the media strategy was to place advertising in settings where teens hang out. This campaign, which was crafted on insightful research and an engaging media plan increased the messaging effectiveness, and ultimately drove down the youth smoking rate.