To get our target actively involved in No Stank You, we invented a new form of interactive, “user-fed” animation called “Mob Motion,” which combines hundreds of user-submitted still photos to create flipbook-style animation. In essence, Mob Motion allows our teen audience to create a mass-avatar of itself.We launched the campaign with live events, online banners and TV spots that invited teens to “be in the next commercial at nostankyou.com.” At nostankyou.com, teens could submit photos, matching specific poses needed for upcoming spots. We then animated the submitted pics to create eight spots, each starring at least 200 real Washington teens. Back at nostankyou.com, teens could find themselves in the spots with a frame-by-frame viewer.To continue the Mob Motion cycle, all online and TV executions drove teens to nostankyou.com to star in upcoming commercials.

Since the program’s launch, over 127,500 Washington teens have signed on to join the No Stank You MOB, each signing a tobacco-free pledge. The average visit to the site lasted 6:24. Teens have uploaded over 5,600 pose pics to the site, allowing us to produce eight spots starring over 1,500 real Washington teens. The effort has helped Washington’s youth smoking rates remain at among the nation’s lowest—down 63% from five years ago.