The California Tobacco Control Program needed a digital presence to support their advertising
campaign that further informed, inspired and activated concerned citizens across California.
Through simple and intuitive UI and compelling experience design we prompted conversations for parents about flavored tobacco marketing tactics and statistics in an easily digestible manner, and provided clear and easy paths to activism. Good design must deliver results. This site has driven over 5K letters of concern to government officials, nearly 1K submissions to join a local coalition and over 1K guide downloads to help parents identify e-cigarette use with their kids.
The campaign had a tight turnaround, so we worked closely alongside CTCP and their advertising agency, Duncan Channon, to conceive, design, and build a site that preserved the intensity of the TV and out-of-home campaigns, bringing it to life in the digital space. The immersive design not only illustrates the dangers surrounding the marketing of flavored tobacco, but provides users with the tools to become advocates in their community through various modular experiences.