NJDOH
PROJECT OVERVIEWNiki Jones Agency served as a strategic partner on a campaign for the New Jersey Department of Health, Office of Tobacco Prevention and Control. They required a data-driven smoking cessation campaign targeted to millennial smokers. Our desk research into such initiatives, which included a review of case studies, articles in industry journals, and market data, revealed that the campaign would need a nuanced approach to reach millennials statewide,.
client
New Jersey Department of Health | Tobacco Free NJ
services
Strategic Marketing, Graphic Design, Web Design
year
2023
BRIEF OF DESIGN JOURNEY
We reviewed numerous campaign approaches, including fear-based, shame-based, and humor-based appeals. Ultimately, we found that the most powerful anti-smoking campaigns took a balanced approach, tempering negative messaging about health effects with anecdotes about how smoking impacts others or how a smoker’s life had improved following the decision to quit.
Multiple concepts were put forth before the client selected “Put Yourself First. Let Go.” as the campaign headline. The campaign focused on cessation as a form of self-care and its rejection of shame-based tactics. The campaign’s secondary messaging discussed smoking’s consequences, providing the necessary counterbalance to the concept’s predominantly optimistic feeling.
DIGITAL ADS
The campaign ran on numerous platforms, including Google, YouTube, TikTok, SnapChat, and Facebook/Instagram. It reached more than 8.5 million New Jerseyans and generated 47K+ link clicks to the cessation landing page.