In 2012, the Centers for Disease Control (CDC) launched the Tips from Former Smokers (TIPS) Campaign to educate the public on the dangers of smoking. At the time, the CDC noted that 1 in 8 adults with Hispanic/Latino Heritage smoked cigarettes. Since then, Elevation has supported numerous aspects of the award-winning CDC campaign. Most recently, serving as a subcontracting partner of Plowshare, Elevation led the Hispanic social media efforts to create awareness and prompt engagement and supported the Spanish-language TV integration efforts for this multi-year outreach campaign.
In 2020, the TIPS campaign goal was to generate Spanish-language calls to 1-855-DEJELO-YA, utilizing a custom “telethon-style” programming approach — Línea de Ayuda (LDA) — localized by market. In spite of the pandemic, Elevation continued to roll out the campaign to maintain awareness of CDC’s resources to help Latino audiences quit smoking. Call volume reached at least 6,500 attributable calls due to these LDA integrations. The LDA programming garnered an impressive 78% share of the overall 2020 Spanish-language call volume.
