Legacy for Health

Nicole Dorrier - AVP, Mktg.

Arnold Worldwide *Lead Agency

Pete Favat - CCO
John Kearse - SVP, Creative Director
Paul Nelson - Managing Director
Kelleen Peckham - Sr. Brand Planner
Tia Phillips - Mktg. Director
Brett Reese - Sr. Copywriter
Gabrielle Rossetti - Assoc. Director Engagement Planner
Kevin Shale - Group Head Broadcast Producer
A. James Stone - Sr. Art Director

PHD

Faced with an apathetic audience and brand awareness numbers down to 28%, truth needed to relaunch. It was no longer enough to expose teens to tobacco facts in an interruptive manner. Millennials expect brands to give them a way to express themselves. So, we broke through by asking teens to decide which is the single worst fact about Big Tobacco. The campaign generated a 20 percentage-point increase in brand awareness and around 70% of 13-17 year olds said that the ads made them feel more negatively towards Big Tobacco.