CLIENT Vermont Department of Health AGENCY Kelliher Samets Volk, Burlington, VT The Tobacco Control team at the Vermont Health Department wanted a low-cost way to target low-income young adults and persuade them to quit their smokes. (This demographic tends to consume cigarettes at a rate 30% higher than other adults.) Bill Drew, creative director for local agency Kelliher Sametz Volk, decided on
Advertisement
CLIENT Vermont Department of Health
AGENCY Kelliher Samets Volk, Burlington, VT
The Tobacco Control team at the Vermont Health Department wanted a low-cost way to target low-income young adults and persuade them to quit their smokes. (This demographic tends to consume cigarettes at a rate 30% higher than other adults.)
Bill Drew, creative director for local agency Kelliher Sametz Volk, decided on the Great Fake Out: package playing cards, imprinted with anti-smoking messages, to look like familiar tobacco brands. These and bar coasters, disguised as currency, urge smokers to spend their pocket money better — starting with a toll-free call to the Vermont Quit Line. Distribution was to bars and service stations.
