Ranking near the top of teen tobacco use rates in the Nation, West Virginia’s Department of Health and Human Resources was charged with reducing tobacco usage among 12 to 19 year olds.

Analytics
A statewide quantitative study was conducted to determine household tobacco usage rates.  Qualitative research was conducted among groups of teens, parents and educators to learn drivers of teen tobacco use, including parental and peer influence, media resonance and cultural issues.  In addition, 250 teens from across the state were gathered for a weekend retreat to help establish the new brand attributes and personality.

Imagination
An in-your-face brand, Raze, was developed and an integrated campaign delivered via traditional mass media and grass roots marketing to mobilize the state’s teens into an advocacy force. Elements included TV, radio, live events and mobile marketing.

Results
In the first 24 months of the campaign, teen tobacco use dropped by 32%, resulting in $1 billion in projected health care savings to the State of West Virginia.