CAMPAIGN
OVERVIEW
OVERVIEW
CLEAR THE SMOKE
ON VAPING
The 2022 National Youth Tobacco Survey indicates that over 14% of American High Schools students and 3% of Middle School Students report current e-cigarette (vaping) usage.
In 2019, the CDC reported that 36.7% of Ohio high school youth indicated use of tobacco and nicotine products, including e-cigarettes. Among Ohio high school youth, 4.9% reported currently smoking cigarettes.
OUR PROMISE
To bring together the community and resources for cessation, prevention and awareness in a campaign targeted to help you make it make sense. We are committed to providing free cessation services, educating the community and removing the barriers to quitting.
This campaign is committed to stepping up to the challenge and bringing an end to tobacco and nicotine use for both youth and adults in Central Ohio.
MEDIA
The usage of media outlets played a pivotal role in amplifying the campaign’s reach and impact – reinforcing our campaign message, fostering awareness and providing viewers with an outlet (#250 Line) that would help them on their quitting journey. Leveraging radio, television and billboards allowed for our primary message to be seen and heard during primetime intake hours while also reaching diverse audiences. The bright, robust imagery that was utilized provides visual impact that offers an opportunity to convey compelling narratives which resonate with our target viewers.
| MEDIA PROVIDER | IMPRESSIONS |
|---|---|
| iHEART RADIO | 1,684,121 |
| LAMAR BILLBOARD | 507,099 |
| ORANGE BARREL BILLBOARD | 958,930 |
| ORANGE BARREL ‘IKES’ | 761,551 |
| WWHO TELEVISION | 750,000 |
| iHEART DIGITAL | 1,350,277 |
| LA NOTA PRINT | 20K+ PRINT |
| URBANONE RADIO | 333,100R |
| #250 QUIT LINE CALLS | >50 CALLS |
TELEVISION LINKS
RADIO LINKS
SOCIAL MEDIA IMPACT
Make It Make Sense campaign actively promoted awareness of tobacco cessation and education via organic and paid social media platforms. The interactive and compelling content raised awareness about the dangers of tobacco, provided access to information and resources for quitting which fostered support and encouragement to those seeking a healthier lifestyle.
FACEBOOK REACH – 242,116
INSTAGRAM REACH – 100,725
FACEBOOK PROFILE VISITS – 2,081
INSTAGRAM PROFILE VISITS – 4,336
FACEBOOK REACH – 242,116
INSTAGRAM REACH – 100,725
FACEBOOK PROFILE VISITS – 2,081
INSTAGRAM PROFILE VISITS – 4,336
PAID PERFORMANCE:
IMPRESSIONS – 717,216
ENGAGEMENT – 170,195
CLICKS – 9,644
TOTAL VIDEO VIEWS – 162,381
IMPRESSIONS – 717,216
ENGAGEMENT – 170,195
CLICKS – 9,644
TOTAL VIDEO VIEWS – 162,381
TOP PERFORMERS
GASO
300%
DIACETYL
IRON AND NICKEL
FIRE IT UP
SENIOR FEST
GRASSROOTS IMPACT
The Make It Make Sense campaign went on the road spreading the word on tobacco prevention via several grassroots campaigns. Here we were able to engage with schools, local organizations and community members promoting messaging centered around the dangers of tobacco and nicotine, empowering individuals to make informed choices to prevent tobacco use.
CAMPAIGN KICKOFF EVENT
KEY HIGHLIGHTS
100K MEDIA VIEWERS
75 REGISTRANTS
130 QUIT KITS DISPERSED
KEY HIGHLIGHTS
100K MEDIA VIEWERS
75 REGISTRANTS
130 QUIT KITS DISPERSED
WHAT ATTENDEES SAID:
TIFFANY GLOVER
(advocate/speaker)
“Quitting is definitely tough, but possible. I just stuck with a plan. It was just the encouragement of everyone around me actually following through with nicotine replacement, and that’s what helped me even though it was hard I was able to do it and so can everyone else”
DR. RJ SONTAG
(Ohio Health emergency physician)
“It shouldn’t be done alone – what matters is when people know that they can quit it makes a huge difference. So that’s what I share with my patients. You have the ability to quit in the resources to help you”
SHAYLA FAVOR
(Columbus City Councilmember)
“It’s not enough to just say we want to put a fan on something without providing solutions for individuals who are looking for a way to stop smoking”
DR. MYSHEIKA W. ROBERTS
(Columbus Public Health Commissioner)
“Together, we will raise awareness and get critical information to those who are in need, and who wanted to meet, who want to have this information, the most, so they can break their tobacco addiction, and move down the path to a healthy and more equitable life”
EMPOWERING COMMUNITIES FOR A TOBACCO FREE FUTURE
WHAT ATTENDEES SAID:
TIM
“We found out today they’re targeting kids as young as nine years old.” “I want to champion that we as parents and community leaders, take a more active role in educating our kids to help them get into a better mindset when it comes to using things that seem to be good, but not good for you.”
BIANCA
“They’ve (Youth using tobacco products) become more clever and more discreet with where they’re hiding, it’s up to us to speak up about the dangers and implement a change”
AJ
“The oils and the way that it sits on your lungs, we don’t know what that’s going to cause in their future. But just hoping that this awareness and stoppage to using vape will just help increase those younger generations as a whole.”
GREAT AMERICAN SMOKEOUT
The Great American Smokeout is a National event hosted by the American Cancer Society, occurs the third Thursday every year, that encourages tobacco and nicotine users to quit smoking for the day.. The Make it Make Sense campaign alongside The Breathing Association honored the day by hosting an outdoor community event that encouraged residents to commit to quit smoking by starting with just one day. Cold Turkey Sandwiches were handed out to those who committed to quit, in addition to lung health and carbon monoxide testing. Of the dozens of organic residents who attended the event 12 committed to quit smoking that day in hopes that they would cease all smoking by the end of the year. Free Covid-19 test, cessation information and quit kits were handed out to community members.
Our partners from Ohio Health, FCPH, Mount Carmel, Columbus Public Health and Nationwide Children’s hospital rallied together to create a promo video encouraging users to quit for the day.
WHAT ATTENDEES SAID:
DJ IQ
“They have the big money to do what they’ve done. Nobody has made it illegal for them to do this so it’s like an open gate for them to come attack us.”
ANONYMOUS
“Sometimes when you do it you can feel yourself being unhealthy, and I work out and you don’t really want to feel that when you workout.”
COMMUNITY IMPACT
It was imperative that we reached the community where they were at. Starting from the campaign’s inception MIMS strategically built an interactive buildout that we knew would draw in audiences. Our street team was able to reach event attendees by not only telling them about the dangers of tobacco, but also showing them. Our Augmented Reality posters, designed to look like tobacco targeting ads, came to life and told real stories of people who used to smoke tobacco products. Interactions with these posters allowed for our street team to open conversations about our visitors’ struggles and the resources available in Columbus to help them quit. In total we appeared at ten events, many of which had several thousand attendees.
| COSI COMMUNITY EVENT | 1,000+ ATTENDEES |
| CDC EVENT | 25 REGISTRANTS |
| KEMBA LIVE: END OF SCOOL KICK OFF | 1,000+ STUDENTS |
| 614 DAY VENDOR | 2,000+ PARTICIPANTS |
| JUNETEENTH ON THE AVE APPEARANCE | 7,000+ VISITORS |
| UNITY BBQ APPEARANCE | 300 VISITORS |
| ONE COMMUNITY CHURCH SPONSOR | 1,400+ VISITORS |
| AFRICAN AMERICAN MALE WELLNESS WALK | 30,000+ ATTENDEES |
| FUNK FEST SPONSORSHIP | 3,000+ ATTENDEES |
| OSU HOMECOMING TAILGATE | 300+ TABLE VISITS |
| PLAY BY PLAY CLASSIC | 1,000+ ATTENDEES |
850 TOTAL QUIT KITS DISPERSED
2,000+ QR CODES SCANNED
300 POSTER INTERACTIONS
OUR PROGRESS
With the help of our partners, the Make It Make Sense targeted media campaign has successfully increased awareness on the dangers of tobacco and nicotine usage via a variety of marketing channels and grassroots efforts. We are continuously educating the public on the harms of tobacco use and connecting individuals who want help with local cessation services that work for their needs. As the campaign continues we, alongside our partners, intend to increasingly heighten awareness and equip more individuals with the tools and resources necessary to lead them to a tobacco and nicotine free lifestyle.
Thank You to Our Partners
CONTACT US
The Breathing Association
Email: [email protected]
788 Mt. Vernon Ave.
Columbus, Ohio 43203
