Titanium > Titanium and Integrated
NO STANK YOU
WONGDOODY, Seattle / WASHINGTON STATE DEPARTMENT OF HEALTH / 2008
Overview
Credits
OVERVIEW
CampaignDescription
Young teens are all about brands. Unfortunately, big tobacco’s got some huge ones. So to get image-conscious kids to refuse tobacco, we needed them to embrace “no” as a hot brand. TV spots led kids to NoStankYou.com where they found an extensive line of free No Stank You fashion tee shirts. More than wearable billboards, these were educational tools, with anti-tobacco messages printed inside. Kids earned free shirts by submitting designs, rating designs, and recruiting friends to join No Stank You with banners on their personal sites. Kids have submitted over 19,000 designs and spend over 7 minutes on nostankyou.com.
Implementation
Our challenge was get the world’s most image-conscious target to embrace “no” as a hot brand. To do that, we turned to fashion and social networking. TV spots introduced the “No Stank You” brand. And each spot ended with a sweet offer and directed teens to nostankyou.com. At nostankyou.com, kids found a full line of free “No Stank You” fashion tees. To get a free tee, kids were invited to become No Stank You’s co-creators, ambassadors, and models. Then kids helped us announce the new styles with banner ads on their personal sites.
Relevancy
90% of adult smokers start smoking as teenagers. Keep kids from saying “yes”, and we’ll save lives. In the first 6 months of the campaign the website has received over 260,000 visits from Washington kids with 46% of them being referred through other kids’ web sites. Kids are spending over 7 minutes per visit on the site, soaking up loads of anti-tobacco messaging. We’ve already received over 19,300 user-submitted shirt designs and mailed out over 20,000 shirts. Unaided recall of “No Stank You” is a staggering 74%. It has helped to reduce smoking amongst Washington’s 8th graders by 60%.
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