Multi-Channel PSA Campaign
About This Project
The American Cancer Society created an annual event called the Great American Smokeout to encourage smokers to use the date to make a plan to quit, or plan in advance and then quit smoking that day.
Every year the challenge is to create a fresh new marketing solution that can capture the attention of smokers and their friends and family.
I collaborated with writers to brainstorm on some themes and Quit Like a Champion was selected. The idea is to cheer on "A Quitter" and acknowledge them as champions for quitting smoking.
We used #QuiteLikeAChamp in social media and later had the term trade marked. My executions included billboards, web banners, posters, radio spots, information sheets, social media infographics, Facebook cover designs and twitter skin. I illustrated the ashtray and cigarette in Adobe Illustrator, which made it easy to incorporate the LGBT and military design alternatives.