print case study 2: POWR Against Tobacco
POWR Against Tobacco is a community coalition that is run by organizations and citizens living in Putnam, Orange, Westchester and Rockland Counties in New York State. Their goal is to lower tobacco use, advertising and promotion, through the use of education, media and advocacy.
POWR Against Tobacco has 4 main initiatives: Tobacco Industry Sponsorship, Retail Tobacco Advertising, Smoke-Free Housing and New York State Quitline.
In conjunction with smokefreehousingny.org, POWR Against Tobacco wanted to created ads aimed at tenants and landlords, instructing them about their smoke-free rights in public housing.
The Case:
- To educate landlords that they are able to have smoke-free building for tenants
- To educate tenants that it is their right to live in smoke-free buildings
- To communicate the positives of living within a building without secondhand smoke
- To outline the risks of living in a building with secondhand smoke in it
Our Process:
- Researched different ways that people and buildings are affected by secondhand smoke
- Presented concepts for an ad campaign: targeting tenants and another targeting landlords
- Designed the ads to fit in different types of print media
- Prepared the ads for focus groups
The result:
- Tobacco coalitions throughout the state loved the ads
- The ads were published not only by POWR Against Tobacco, but by other coalitions throughout New York State