Resist Comfort
Situation
Menthol was the one flavor that kept getting loopholed out of flavor bans. These flavors bans focused on vape flavors, but left out the original flavor, Menthol. 80% of Menthol smokers are African American. We had to get the Black community as outraged as we were.
Insight
We needed our audience to understand that there was no bigger scam than the tobacco industry’s manipulation of the African American community via menthol.
Our Strategy
Rather than focus on getting smokers to quit, we targeted an influential group of non-smokers who would be able to lead the way for the rest of the community.
We approached this challenge with a
2 phase plan:
1. Target AA non-smoker influential
changemakers (family/friends of
smokers, politicians, church
members)
2. Expand campaign to a larger audience through mass reach media.
Results
61% Campaign Recall
78% were compelled to take
action opposing the sale of Menthol tobacco
75% were concerned about themselves and their loved ones after being exposed to the creative