AGENCY
Acento Advertising
Anne Elisco-Lemme, Creative director
Rachel Smutney, Account supervisor
MJ Deery, Lead copywriter
Davis Wolfe, Senior account manager
Keenan Hemje, Senior broadcast producer
Jennifer Kellogg, Lead designer
Marty Bonocorso, Copywriter
Christine Gomez, Senior broadcast producer
Melissa Ploysophon, Art director
Eric Kozak, Senior digital producer
Kelleen Peckham, Strategy director
Diana Courcier, Senior art producer
Adam Flynn, Strategist
Andy Berkenfield, Chief strategy officer
Brandon Sugarman, Digital strategist
Leslie Diard, Director of communications planning
Jamie Katz, Director of account management
Paulo Delacruz, Communications planning supervisor
Kumi Croom, Account director
Caitlin Delaney, Communications planner
APartnership
SUMMARY
Flavored cigarettes were banned in 2009, but the loophole for other products proved disastrous over the next decade. Teens were posting instructional vaping videos in class and frustrated principals were taking down bathroom doors. California’s Department of Public Health launched an integrated campaign across 14 markets and 7 languages. News integrations, native content, and TV spots taught parents to recognize deceptive new flavored products (and get angry). Our campaign generated hundreds of news stories, 700,000 site visits, nearly 4000 letters, and may have indirectly spurred federal enforcement action.
