Tobacco Free NYS Radio Spot

Tobacco Free New York State is a collaborative effort by 34 community partnerships that collectively work to educate the public about the dangers and social costs of tobacco. The client requested a series of radio spots that would support the overall campaign we developed which focused on tobacco marketing in stores and businesses frequented by children. Additionally, the media buy had to effectively reach the entire state and appear as a cohesive statewide campaign, but also cover each partnership's region appropriately based on its funding contribution.

We began by conducting research to determine the most effective approach, then created 2 concepts from those findings. The media team negotiated an additional 35%-40% placement in added-value airtime. Both executions in the "Just Ask Your Kids" radio campaign (announcer and teen talent) dramatized how kids see and remember tobacco marketing in stores.