Even in back in 2015, a campaign targeted toward 13 - 17 year olds needed social at the epicenter.

One of the most significant elements of our tobacco prevention campaign utilized tumblr.
It saw so much success changing behavior, we even won a Gold Effie. 

Involvement in social platforms was a no-brainer, but 60% of our target audience used tumblr "regularly" and spent an average of over 40 minutes there. It also allowed a safe, private, and emotional space for teens to explore, ideal for our messaging. 

Our tumblr blog featured original interviews and performances by popular musicians as well as other content pieces that reflect our teens' angst, emotion, and humor, and offered support and inspiration. 

Tumblr applauded the success of this blog, crediting creative and marveling at our earned media. Knowing that anti-smoking messaging isn't typically the type to go viral, especially in a platform where sexy imagery and emo content is king, the success we saw in engagement felt like a huge win.

Partnering with Universal Music Group, we identified musicians who want to be involved in our cause and who also resonate with our target. Music producer and DJ, Zedd, was the first collaborator, performing an original version of his #1 hit and VMA-winning song, Stay The Night and sitting for an in-depth interview. Video pieces were used for display advertising and longer-form versions served as content on Tumblr. 

Jessie J's Masterpiece is the perfect anthem for our brand and our message. Non-judgemental in tone, aspirational, positive, it hits all the points we would ever want to hit. She also gave us a great interview, speaking passionately and confidently about her decision to not smoke cigarettes. These videos and pieces from them were utilized in display advertising and as content on our Tumblr blog.