In 2012, the CDC launched the Tips from Former Smokers Campaign to educate the public on the dangers of smoking. The CDC noted that 1 in 8 adults with Hispanic/Latino Heritage smoke cigarettes, the majority of whom are from Puerto Rico, Cuba, and Mexico. CDC developed a series of firsthand testimonials from ex-smokers living with smoking-related diseases. The emotionally raw campaign was designed to show the devastation smoking causes, in a far more compelling way than merely citing statistics, dangers and warnings.
Elevation developed tactical media buys to support a dual-language execution strategy for the campaign, targeting predominantly Puerto Rican and Cuban audiences in Florida and Mexican audiences in Texas. The blend of a stirring campaign with a highly targeted media placement maximized the campaign’s reach and effectiveness.