From the start, we used community-based research to measure the effectiveness of our Tobacco is Changing campaign messaging. And to cast a “spokesparent” who could appeal to a wide variety of audiences, we asked focus group participants around the state to rate our actors’ likeability, believability and relatability. Creative testing at key stages throughout the campaign development process not only validated our approach, it gave our clients the research-backed insights they needed to move confidently through their own internal approval process.