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Transcript of Muse Cdhs Case-study
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7/31/2019 Muse Cdhs Case-study
1/1
CaseStudy
CaliforniaDepartmentofHealth,TobaccoControlProgram
Background
Apercentageofrevenuesfromthetobaccotaxareearmarkedforprogramstopreventandreduce
smoking.MusewasselectedtodesignacampaigntargetingAfricanAmericanandAsianAmericansto
accomplish2objectives:preventandreducesmokingprevalenceandraiseawarenessoftheeffectsof
secondhandsmoke.
AgencyRole
Musesresponsibilityincludedtheexecutionofaudienceresearch,creativedevelopmentand
productionandmedianegotiationswiththeexpectationofobtainingatleast40%bonusplacements.
Museco-createdandproducedthelaunchcampaignthatranStatewideandalsopickedupbyotherantismokingcoalitionsaroundthecountry.EvenatonepointourspotDeliveryRoomwasthemost
airedspotinthecountryforanti-smokingcampaigns.
CreativeDevelopment
Multiplemessageswererequired:negativeconsequencesofsmoking,cessation,thedangersof
secondhandsmokeandwaystocountertobaccoindustrymessages.
WealsocoordinatedkeymessageswithourgeneralmarketcounterpartsaswellastheCaliforniaBlack
HealthNetworkandlocalcountyanti-tobaccoefforts.ThecampaignincludedTV,Radio,Print
(Newspaper)andOutdoorcreativeexecutions.
Results
Overthecourseofthetwo-yearcampaign,Californiaexperiencedareductioninsmokingprevalenceby
morethan30%amongkids18yearsandyounger.
ForMoreInformationaboutourhealthcaremarketingservices,pleasecontact:
ShelleyYamaneemail:[email protected]
CandaceRohremail:[email protected]
MuseCommunications9543CulverBlvd.,2
ndFloor
CulverCity,CA90232
Phone:310.945.4100
