campaigns

FDA Shows Teens the Real Cost of Smoking in New Multimillion-Dollar Campaign

Posted by Mark J. Miller on February 5, 2014 10:39 AM

10 million children between the ages of 12 and 17 are particularly at risk for becoming addicted to cigarettes. Last month, a report from the US Surgeon General predicted that 5.6 million American children will die from tobacco-related illnesses unless something changes, and according to the Food and Drug Administration, more than 3,200 people under the age of 18 try their first cigarette every day and 90 percent of adult smokers started when they were kids. If teen smoking can be slowed, it could have broad effects. 

And so with a $115 million marketing campaign, the FDA is hoping to change kids’ minds before they get addicted, Reuters reports. At-risk teens aren’t the only group that will be getting such targeted messaging through "The Real Cost" campaign. Other efforts will launch in the next two years that are aimed at rural, gay, African American, and American Indian youth as well. The hope is to wean 300,000 young smokers off cigarettes in the next three years.

"Our kids are the replacement customers for the addicted adult smokers who die or quit each day," said Mitch Zeller, the director of the FDA's Center for Tobacco Products, according to NBC News. "And that's why we think it's so important to reach out to them—not to lecture them, not to throw statistics at them—but to reach them in a way that will get them to rethink their relationship with tobacco use."Continue reading...

campaigns

Dumb Ways to Die Goes Plush for Public Safety Campaign Extension

Posted by Mark J. Miller on January 21, 2014 03:46 PM

Last year, the marketing and advertising industry went nutty over Metro Trains Melbourne's "Dumb Ways to Die" cross-platform campaign by McCann Australia. The public safety campaign, which went viral thanks to a catchy song for its PSA ads, online game and addictive mobile app, took home top honors at Cannes Lions and continue to collect accolades, have now inspired a curious new line of products.  

Melbourne Metro has announced it's keeping the love going with a line of plush merchandise that is based on the characters in the campaign, and will be sure to appeal to kids of all ages in the same way that Uglydolls became a staple of dormitory rooms worldwide.

"We never set out for this to be a goal and it certainly didn't factor into anything around determining the creative," Metro General Manager-Corporate Relations Leah Waymark told Ad Age. "But countless people asked, 'Where can I get the t-shirt?' We had a lot of people who produce items approach us, from t-shirt makers to toy makers, to people who wanted to produce TV shows. But we narrowed it to what we thought would be most important, and that's the brand integrity."Continue reading...

sporting brands

College Football Conferences Team Up with USA Football for Player Safety PSAs

Posted by Mark J. Miller on August 19, 2013 07:16 PM

Football has increasingly come under fire for being too rough of a sport as more players report concussions and the long-term affects of such injuries comes into focus. With that, stricter rules have been put into play across all levels—the NFL, college football and Pop Warner leagues. 

This year, the NFL and three NCAA conferences have partnered with nonprofit USA Football to help bring attention to its Heads Up initiative on player safety. College Football's Big Ten, Big 12, and Pac 12 conferences helped make over 50 30-second PSAs that will be aired on all broadcast networks, according to Adweek. The intent is to hopefully prevent similar injuries from occurring in younger players.Continue reading...

campaigns

It Can Wait Campaign Recruits Werner Herzog for Hard-Hitting Documentary

Posted by Sheila Shayon on August 12, 2013 06:15 PM

AT&T, T-Mobile, Verizon Wireless and Sprint have put aside their competitive campaigns for the joint "It Can Wait" initiative against texting and driving. Now, the companies have recruited renowned director Werner Herzog to create a 35-minute documentary that pinpoints a life-changing moment for four individuals. 

Titled From One Second to the Next, the short film has already garnered over 1.1 million views. “When you get a message while driving, it’s hard not to pick up your phone,” Herzog said in a statement. “With this film, we want to help make people more aware of the potential consequences of that action…The consequences are catastrophic, and the statistics are appalling. This campaign certainly comes at the right time. It had to be done. Everything else is of secondary importance.”Continue reading...

campaigns

Keep America Beautiful, Ad Council Team Up After 30 Years for Recycling Campaign

Posted by Dale Buss on July 19, 2013 11:32 AM

Thirty years in the making, the Ad Council and Keep America Beautiful are working together again, this time introducing a new advertising campaign aimed at boosting recycling.

Their watershed cooperation was one of the most memorable in the history of advertising. On Earth Day 1971, the second annual marking of the occasion, the two organizations introduced the "crying Indian" commercial which featured a Native American actor tearing up at the spectacle of pollution all around him as he paddled a canoe through polluted waters. The ad ran for 12 years and has been recognized as one of the century's top campaigns.

The effort added to memories of the two groups' first collaboration, which produced tag lines that are seared into the memories of American baby boomers and older generations. In 1960, a character named Susan Spotless appeared to promote anti-littering efforts with lines such as "Every litter bit hurts" and "Don't be a litterbug."Continue reading...

ad watch

Lenticular Printing Creates Campaign for Kids' Eyes Only

Posted by Sheila Shayon on May 8, 2013 11:40 AM

A bus-stop ad in Spain is making headlines worldwide. The client, the Fundación ANAR or Aid to Children and Adolescents at Risk, is running two different messages in one campaign: one aimed at adults, the other visible only to those under 4 feet 5 inches tall—the average height of a 10-year-old. 

The innovative outdoor campaign shows two versions of a boy; one clear-faced, that adults see, and the other battered and bruised that's visible to kids' eyes, with a message that reads: "If somebody hurts you, phone us and we'll help you," along with a hotline number.Continue reading...

ad watch

McDonald's Catches Heat for 'Unapproved' Ad

Posted by Alicia Ciccone on April 11, 2013 03:58 PM

It looks like Ford isn't the only company that employs rogue advertising agencies. McDonald's U.S. is the latest to be hit by "unauthorized" ads, and in this case, the ad actually made it out into public. 

The ad in question appeared on Boston's mass transit system and was first passed around the web by intrigued commuters before McDonald's corporate got wind of it. The poster features a distressed woman holding her head in her hands, accompanied by the words, "You're Not Alone. Millions of people love the Big Mac." The ad also included an 800 number at the bottom, which reportedly connected to McDonald's corporate.

An obvious riff of a mental health PSA, the ad upset many, particularly blogger David Yamada, who snapped a photo of the ad for his blog, Minding The Workplace. "We’re living in difficult times. There are a lot of people who are struggling with their mental and emotional health. They may be highly stressed out, depressed, or even suicidal," Yamada wrote. "I’m sorry, but the ad is just too close to the real thing to be funny."Continue reading...

crowdsourcing

Space Engineers Launch Crowdfunding Campaign for NASA PSA Movie Trailer

Posted by Sheila Shayon on April 1, 2013 03:36 PM

When it comes to crowdfunding NASA, the sky's the limit. 

At least that's what a group from the aerospace industry was hoping for when it created an IndieGoGo campaign to fund a NASA PSA to be aired before showings of this summer's Star Trek Into Darkness

“NASA recently made an inspiring new online video narrated by Mr. Peter Cullen, the voice of Optimus Prime, to show the progress being made on these new systems, but the agency is barred by law from buying advertising time for such a spot,” states the campaign page. “Today we’re running a crowdfunding campaign to edit this video into a 30-second spot, and place it in over 50 movie theater screens around the country.”Continue reading...

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