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California Tobacco Control Program: I Just Smoke at Parties.jpg?height=400&width=400&image=/files/print/2018/Jun/tn_95214_1_CTCP_I Just Smoke at Parties OOH_by Duncan Channon (1).jpg)
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“Never Just a Smoke” is a new campaign created by Duncan Channon, for the California Department of Public Health’s CA Tobacco Control Program (CTCP) that responds to the reality that casual smoking by young people is on the rise -- even as daily smoking declines. While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy ‘pack-a-day’ smokers, this campaign taps into the insight that social smokers age 21 to 35 typically don’t view themselves as ‘smokers’ -- and thus, underestimate the harm of lighting up socially. CTCP’s “Never Just a Smoke” campaign also combats the reality that new forms of tobacco -- including hookah, cigarillos, JUUL and e-cigarettes -- make social smokers less likely to perceive the health risks of occasional use. OOH, digital video, digital audio and radio targets “smokers in denial” age 21 - 34 across California -- with special focus on reaching LGBTQ, Hispanic, Asian and African-American communities that are at higher risk for social smoking.
Duncan Channon, continued: Related |
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