JEL - Just Eliminate Lies

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Just Eliminate Lies A nonprofit anti-tobacco advocacy for teens

The Challenge:

Reduce smoking among teens in the mid-west.

The Insight:

Teens feel invincible. Long term health effects are meaningless to them.

What resonates with them are the harsh realities of a product that kills 1,200 people a day.

The Solution:

Brand Position: Just Eliminate Lies

Mobilize the youth-led [JEL] Just Eliminate Lies program [nonprofit] to expose the truth about tobacco fatalities, showcasing the number of deaths in relation to the number of people in the mid-west that are affected.

Flash-Mob/Street Marketing events are used to create awareness and allow JEL teens to interact with the public and create earned media exposure. Events have included: Mannequin, Body Outlines, and a display of 1.200 pair of shoes to represent the number of Americans who die everyday from tobacco use.

The JEL: "KNOW"media campaign exposed the lies produced by the tobacco companies, used in:
JEL mobile website, social media, direct mail, posters, and billboards

JEL represents an integrated media campaign focusing on:
Mobile - Social Networking on-the-go; Automatic click to call; Map and directions; JEL/SMS information; Viral videos, TV, social media, PR, and direct mail

The Result:
Through interactive and integrated branding, JEL reduced tobacco use in middle schools.

Positive endorsement from educators, political leaders, and citizens everywhere, resulted in state government increasing JEL funding by 15%.

Integrated Brand Digital, Street Marketing & Design