Exposing the Truth: Wisconsin

1
Exposing the Truth Wisconsins
Counter-Marketing Campaign

• Tana Feiner
• Spencer Straub
• Joan Herzing

2
At a glance

• Review the planning and
• implementation of the campaign
• View ad materials
• Discuss lessons learned

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Campaign Origins

• State statute requirement
• Counter industrys
• online presence
• Short timeline

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Campaign Rationale

• Emerging new
• products
• Need for education
• on health effects

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Team Effort

• Media partners
• Subject experts
• Leveraged credibility of
• existing youth resources

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Know your audience

• 13-17 year old male/female
• Who are they?
• Heavy online use
• Friendships very
• important
• May be open to
• smoking alternatives

7
Messaging Approach

• Hard-hitting anti-industry message
• Modeled after truth, Wisconsins FACT movement
• Use industry as gateway for other messages

8
Media Strategy

• Strategy included statewide radio and online
  advertising on key youth sites
• All advertising directed teens to
  www.myspace.com/youarenotsheep

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Myspace

• Timing, budget didnt allow for creation of
  original site
• Customization and integration
• Myspace still strong with teens

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Creative Highlights

• Stress industry manipulation
• Bold visuals to draw attention
• Multi-layered message
• Empower youth to take action

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Creative

• Radio
• Banner Ad

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Campaign Timing and Metrics

• 4 paid wks. May-June, bonus
• PSAs in July
• Visitation Goal 1,000
• Ad Impression Goal 8,157,500
• Friends Goal 100

13
Campaign Success

• 4,500 visits (350 over original goal)
• 9,573,082 online impressions
• 120 friends

14
Lessons Learned

• Have an online presence
• Rememberyoure not the target
• Have a plan if youre doing
• social networking