New Raze Campaign
As part of a statewide campaign for the West Virginia Division of Tobacco Prevention's teen-focused program, Raze, The Arnold Agency developed a multi-media campaign encouraging teens around the state to submit their stories related to tobacco and used those stories to create an authentic and resounding voice for teen tobacco prevention advocacy.
Whether it was personal struggles with tobacco addiction or dealing with the loss of a loved one due to tobacco-related illnesses, Raze received hundreds of true stories about how tobacco is affecting youth in West Virginia. The campaign created a sense of empowerment, praising the ways that teens have become involved in the fight against Big Tobacco, and served as a rallying cry to teens around the state.
The overall campaign was divided into two primary pieces. The "I did it." component of the campaign launched in August 2010, which included television, print ads, mall displays, movie theater advertising and sponsored local events. Following the campaign, Raze received over 600 stories from teens all over the state sharing their personal stories about tobacco.
These stories were used as the foundation of the latest piece of the campaign, entitled "Raze for Real." Of the 600 submissions, specific teens' stories were chosen to spotlight as part of the campaign and these teens were showcased in television spots, print ads, billboards, social media initiatives and more. The campaign launched in early fall 2011.
As part of the campaign, Raze created Facebook and Twitter pages, as well as a YouTube channel, where teens can go and find out more information about the program and the teens featured in the campaign. In addition, the Raze website will receive a "Raze for Real" facelift and continue to serve as a resource for teens to learn more about Raze activities and membership opportunities.
Keep an eye open for the next phase of this campaign! In the meantime, take a look at some of the materials created for the "I did it." Campaign!