The Arizona Department of Health Services wanted to generate community awareness of the risks of second-hand smoke, particularly as it affects children.
The campaign, first introduced with TV spots and brochures in the surrounding Phoenix area, got a PR boost when it generated newspaper articles. Additional exposure was achieved through the distribution of two ingenious promotional items.
First, restaurants who supported a non-smoking policy received baby bibs to present to diners who came in with infant children. The bibs bore a custom imprint phrase, “I am in a designated non-smoking area.”
In addition, bottles of soap bubbles were distributed at community events, such as fairs, workshops and women's expos. A message on the bottle label made humorous reference to the Surgeon General's tobacco warning. “May Cause: Joy, Laughter, Smiles and Excitement; Not: Asthma, Pneumonia or Cancer.”
The program received tremendous support and sent a valuable message about the dangers of second-hand smoke.
Results: In a follow-up evaluation of the program, it was determined that the important message reached more than 100,000 local residents.
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