CLIENT
FDA Center for Tobacco Products
Kathy Crosby, Director, Office of Health Communication & Education
April Brubach, Deputy Director, Office of Health Communication & Education
Gem Benoza, Director, Division of Public Health & Education
Michael Murray, Supervisory Communications Specialist
Shaola Abagat, Health Communications Specialist
AGENCY
Kathy Crosby, Director, Office of Health Communication & Education
April Brubach, Deputy Director, Office of Health Communication & Education
Gem Benoza, Director, Division of Public Health & Education
Michael Murray, Supervisory Communications Specialist
Shaola Abagat, Health Communications Specialist
Janine Delahanty, Supervisor, Research & Evaluation
Matthew Walker, Supervisory Health Scientist
Nasi Dineva, Health Communications Specialist
Maria Roditis, Health Communications Specialist
Janell Muhammad, Health Communications Specialist
Initiative
Suzanne Santiago, EVP, Group Management Director
Jared Shell, Account Director
Earl Adams, Account Director
Ariana Tsapralis, Account Executive
Benjamin Michaels, Senior Strategic Planner
Carol Callahan, Account Director
Ari Halper, Chief Creative Officer
Gary Resch, EVP, Executive Creative Director
Laszlo Szloboda, Associate Creative Director
Stacy Flaum, Producer
SUMMARY
Rural teen boys grow up in cultures that accept smokeless tobacco (“dip”) as a part of life. And because cigarettes have been the focal point of decades of public health communication, dip usage is largely ignored. This campaign is designed to educate rural teen boys about the health consequences of dip by tapping into what makes them unique: their natural curiosity and native digital search behaviors. With a unique “anti-call-to-action,” we dared them to engage with us, creating an innovative way to communicate the serious health consequences of dip use.
