TARGET MARKET
TEEN ANTI-SMOKING CAMPAIGN
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National Award Winning Social Marketing Effort
Target Market was one of the most impactful and celebrated social marketing campaigns ever developed. Designed to challenge the tobacco industry, this $16 million-dollar integrated campaign brought multiple marketing disciplines together in an unprecedented effort to win the hearts and minds of Minnesota's teenagers. It halted and then reversed the upward trend in teen smoking, effectively attacking a public health menace that had baffled marketers and public health experts for decades.
Johnson co-led the campaign that succeeded through relentless, year-round, full-court-press advertising and activities designed to empower teens at every turn with messages that resonated and are delivered by credible messengers – teens themselves. The days of “just say no” and “smoking is gross” were put to an end. Instead, the campaign used a very different kind of anthem: “You Target Us: Now We Target You.”
The outcome was a reduction in teen smoking rates by 25% in the first 18 months, the first drop in more than 25 years. The campaign was awarded more than a dozen local and national awards and recognized as one of the most successful social movements of its time.
Johnson co-led the campaign that succeeded through relentless, year-round, full-court-press advertising and activities designed to empower teens at every turn with messages that resonated and are delivered by credible messengers – teens themselves. The days of “just say no” and “smoking is gross” were put to an end. Instead, the campaign used a very different kind of anthem: “You Target Us: Now We Target You.”
The outcome was a reduction in teen smoking rates by 25% in the first 18 months, the first drop in more than 25 years. The campaign was awarded more than a dozen local and national awards and recognized as one of the most successful social movements of its time.
AWARDS
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