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“Never Just a Smoke” is a new campaign from 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.
Credits
Other credits
Duncan Channon, continued:
• Studio designer – Scott Whipple
• Senior broadcast producer – Keenan Hemje
• Senior broadcast producer – Christine Gomez
• Art buyer – Renee Hodges
• Art producer – Porsche Michelle
• Senior art buyer– Diana Courcier
• Print producer – Julie Mastalerz
• Senior digital producer – Eric Kozak
• Producer – Emily Sarale
• Chief strategy officer – Andy Berkenfield
• Strategy director – Kelleen Peckham
• Strategist – Adam Flynn
• Digital strategist – Brandon Sugarman
• Director of communications planning – Leslie Diard
• Group director of communications planning – Rochelle Armstrong
• Communications planning supervisor – Paulo Delacruz
• Communications planner – Caitlin Delaney
• Director of account management – Jamie Katz
• Account director – Kumi Croom
• Account supervisor – Rachel Smutney
• Account supervisor – Vida Thaxton
• Senior account manager – Davis Wolfe
• Associate account manager – Neha Sinha
Video Production
• Production company – MJZ
• Directors – Will Hoffman & Julius Metoyer
• President – David Zander
• Senior executive producer – Eriks Krumins
• Producer – Suza Horvat
• Editorial – Cabin Edit
• Editor – Issac Chen
• Executive producer – Carr Schilling
• Producer – Michelle Dorsch
• Editor & finishing – Kurt Zhuang
• Sound engineer – Joaby Deal, One Union Studios
Photography
• Photographer – Pari Dukovic
Website production
• Agency – Beyond
• Senior digital project manager – Marcus Chairez
• Art director – Ross Fischer
• Senior product designer – Rachel Mersky
• Product designer – Agatha Kielczewski
• Technical director – Rowan Laurence
• Front end development lead – Miguel Caires
• Quality assurance lead – Jeffrey Campbell
• Producer – Mark Abraham
• Front end developer – Sarah Mendham
• Senior back end developer – Ching Leung
• Quality assurance analyst – Nikhail AhPo
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