California Department of Public Health - Tobacco Control Program

Duncan Channon *Lead Agency

Anne Elisco-Lemme, Executive Creative Director
MJ Deery, Creative Director
Jennifer Kellog, Design Director
Keenan Hemje, Senior Broadcast Producer
Kelleen Peckham, Strategy Director
Madelaine Robinson, Group Director, Communications Planning
Sydney McDermott, Communications Planning Supervisor
Kumi Croom, Director of Agency Collaborations & Equity
Davis Wolfe, Account Supervisor
Devin Hynes, Account Supervisor
Brandon Sugarman, Associate Director of Digital
Neha Sharma, Social Media Supervisor
Bryan Moore, Senior Project Manager
Harrison Morof, Senior Communications Planner
Shaz Kuerschner, Manager of Studio and Art Direction
Jess Shay, Art and Print Producer
Eric Kozak, Senior Digital Production
Emily Sarale, Associate Producer
Scott Whipple, Studio Designer

APartnership

Golin

Acento Advertising

Beyond Agency

Our challenge was to get nicotine on parents’ top “worry list” to make vaping a must-have conversation with their kids. Why? Everything that’s hard for teens, nicotine makes worse. This is fact. Our campaign, “Nicotine equals brain poison” authentically and empathetically depicted the emotional storms kids face tied to cognitive effects of nicotine, and supplemented with tools for education/action. Our results nearly doubled awareness of nicotine harm, and significantly increased urgency among parents.