Titanium > Titanium and Integrated
NO STANK YOU!
WONGDOODY, Seattle / WASHINGTON STATE DEPARTMENT OF HEALTH / 2007
Overview
Credits
OVERVIEW
CampaignDescription
While teens are aware of tobacco’s health dangers, they’re hardly deterred by such risks. However, 86% of teens surveyed said they’d rather date a non-smoker. So we employed a unique strategy—smoking is bad for one’s social life. Hence, the tag: “Wanna smoke?” “NO STANK YOU!” And to stay relevant to such a restless audience, we invented a system of “Constant Re-engagement.” We produced an ever-changing supply of No Stank You products and content, including over 30 TV spots and viral videos. All messaging led to nostankyou.com, which featured a regularly updated video blog.
Implementation
To achieve “Constant Re-Engagement” with teens, we produced a fluid supply of No Stank You content, including over 30 TV spots and viral videos—many only 5 seconds long. As well as the first-ever one-second radio spot. All messaging led to nostankyou.com, which featured a regularly updated video blog.
No Stank You messaging was constantly refreshed with new, unexpected executions both in broadcast and online. And to invite peer-to-peer sharing of No Stank You content, we made it simple for teens to grab TV spots, viral videos, vlog episodes and emoticons from nostankyou.com to place on their own blogs and MySpace pages.
Relevancy
As evidenced by the growing use of the phrase “No Stank You” in teen web sites and MySpace pages, the phrase has been fully adopted as part of the teen lexicon. Teens now have a hip way to reject tobacco. And with the help of the No Stank You campaign, youth smoking in Washington continues to drop at the nation’s fastest rate.
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