Our Client’s Opportunity
Contra Costa County’s Tobacco Prevention Program aimed to reduce tobacco use and promote smoke-free policies, with a focus on multifamily properties, youth, and people of color. To drive awareness and action, the county partnered with FCP to develop a strategic media campaign that would effectively reach diverse communities.
The Solutions We Offered
As the media agent for Contra Costa County’s Tobacco Prevention Program, FCP planned and executed a targeted paid media campaign across digital, TV, and electronic advertising platforms. This included customizing state-provided informational materials and placing radio, digital, and streaming TV advertisements.
To further enhance engagement among priority audiences, we piloted an innovative partnership with Ethnic Media experts, delivering messages about youth tobacco consumption and flavored tobacco through the language and media channels most relevant to each audience. By leveraging multilingual and culturally-specific media, the campaign ensured these critical public health messages resonated with diverse communities.
The Results We Delivered
This multi-channel strategy achieved widespread visibility, delivering nearly 20 million impressions and directly reaching key audiences. Some messaging encouraged multifamily property owners to implement smoke-free policies, while others informed the public, particularly youth, about the risks associated with flavored tobacco products.
