Disease Awareness & Education: Non-Profit

Public health and non-profit cause marketing efforts produced to raise awareness/education about specific health conditions. Efforts targeted to either healthcare professionals, patients and/or consumers are eligible for this award. 

2023 SILVER

Depression Stick + Breath of Stress Air

Young people start vaping to decrease anxiety, depression, & stress, but they don’t know vaping can amplify those feelings. Enter “Depression Stick,” the first vape brand to tell the truth. We acted like every vape brand: we pitched convenience stores, influencers, and lobbyists to show young people how vape brands sell depression and anxiety. We followed with a wellness ad, “Breath of Stress Air,” to show young people vaping doesn’t actually relieve stress. The result: young people who saw the campaign agreed: Buying vapes is like buying depression and anxiety.

Brand: Truth Initiative
Client: Truth Initiative
Agency: Mojo Supermarket
Language: English

2022 BRONZE

Metal In Your Lungs Is Scary Enough

In 2019, the vast majority of teens thought vapes contained nothing more dangerous than water vapor. We needed to persuade at last 5% more teens that vaping was dangerous to their health. Our campaign “Scary Enough” had a dramatic impact on teen perceptions, convincing 17.6% more teens–from a base of 58.3% to 76.9%--that vapes contained toxic metals that could damage their lungs. By January of 2021, the number of teens who believed vapes were harmful had risen to 85%.

Brand: The Real Cost
Client: FDA - Center for Tobacco Products
Agency: FCB New York
Language: English

2022 BRONZE

CRM

To help people who sincerely want to quit smoking but are weary of getting involved help from others, Tobacco Free Florida (TFF) create a tool that lends them the support they need in a private, low-key medium: CRM. Through the CRM Quit Buddy program (and with no paid media), TFF was able to fill the long unaddressed void between quitting totally alone and its more involved formal services, leading to 78% higher quitting success than its other services, as well as enrollment and engagement at double the industry benchmarks.

Brand: Tobacco Free Florida
Client: Tobacco Free Florida
Agency: ALMA DDB.
Language: English

FINALISTS

The California Healthy Minds, Thriving Kids Project Healthy Minds for Thriving Kids

California Department of Public Health - Tobacco Control Program Nicotine Equals Brain Poison

South Dakota Department of Social Services “Meth. We’re On It.” A Successful Anti-Drug Campaign