Insight
Nearly 75% of parents say the pandemic has damaged their child’s mental health. For Wisconsin families still dealing with the aftershocks of COVID-19, preventing teen tobacco use can seem less important than protecting their teen’s emotional wellbeing. That's because they don’t realize using nicotine puts children at greater risk for mental health challenges like stress and depression. We needed to help parents understand the dangerous link between nicotine, addiction and teen anxiety.
Action
KW2 strategists leveraged the client’s successful Tobacco Is Changing campaign to make our ads instantly credible and relevant for parents. New mental health messaging and repetitive design elements helped parents recognize the vicious cycle of stress and addiction that can trap young people. And we added urgency and authenticity to our story by introducing new teen voices alongside the brand’s trusted spokesperson, Marie Justice, in campaign videos and digital ads. Launched statewide, The Loop drove audiences to an educational website where parents can learn more about youth nicotine use, mental health, and how to talk to kids about tobacco.
Result
Over 17 million Wisconsinites have seen The Loop so far. More importantly, over 35,000 people have visited the Tobacco is Changing website—a 280% increase over previous campaigns. Our digital and traditional media buy has helped Wisconsin families recognize the mental health dangers of nicotine and get the info and resources parents and kids need. Now DHS strategic partners are sharing The Loop in their own communities, keeping the conversation going while KW2 plans the campaign’s next phase.
