“I AM A SMOKE-FREE ZONE”
Client: Evolution ad agency for Denver Health
“I Am a Smoke-Free Zone” slogan creative by gretadesign.
Overall look and feel of the campaign by gretadesign Creative Director
One year media buy included: radio, TV, outdoor billboards, bus shelters, inside bus ads, web banners, posters, Co State Fair, Mile High Stadium and Elitch Gardens.
“I AM A SMOKE-FREE ZONE” Client: Evolve Communications/Denver Health Gretchen McArthur, gretadesign: Overarching Lead Creative – Concept and Design/Art Direction The Challenge: In late June 2013, Evolve Communications approached gretadesign, requesting creative for a Denver Health public service media campaign to help increase awareness of the dangers of second hand smoke – especially among children. The time frame for creative, including design, call-to-action, headlines and taglines was extremely tight. Additionally, there were quite a few restrictions imposed by the client, as well as by the different smoking laws/regulations in various Colorado counties, cities and jurisdictions.
KEY Objectives & Solutions Objective #1: Not shaming parents. Solution: When it comes to smoking, most campaign focus on the smoker. Our graphics and tagline focused on kids – empowering smoking parents to understand that “where they smoke matters.” Objective #2: Provide a relevant campaign that spoke to everyone in Colorado – and complied with all smoking laws/ordinances that differ from county to county. Solution: The headline, “I am a smoke-free zone,” empowers children and makes them the focus – instead of the specific locations where people should and shouldn’t smoke. The tagline, “Where you smoke matters,” also gets the point across that second hand smoke is dangerous to kids – without providing a directive of where smoking should occur.