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Wisconsin's Anti-Tobacco Campaign Smokes the Competition

Armen Hareyan's picture

The Department's Tobacco Prevention and Control Program was a big winner at the 60th Annual Addy Awards of the Madison Advertising Federation on February 17th, ending the night with eight separate awards for its advertising and marketing work. The biggest winner was a campaign that grew from a brainstorming session with youth from the Fight Against Corporate Tobacco (FACT) program.

"Wisconsin has been very active in working against big tobacco corporations and their efforts to lure young people to start smoking," said Dr. Sheri Johnson, State Health Officer. "These awards recognize the great efforts of anti-tobacco stakeholders statewide and showcase the amazing talent of our young people."

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The poetry scripts created by Martinez White were so powerful that they evolved into a compete campaign, which began broadcasting throughout Wisconsin in November 2006. White is a FACT member from Milwaukee who is now attending UW-Madison.

FACT has more than 6,000 teen members who use activism initiatives to combat the tobacco industries' promotion of tobacco use. "The campaign goal was to recruit a thousand new members of FACT, which we reached in just six weeks," said Johnson. "This campaign has been extremely successful, and all of these new FACT members will energize future youth-led efforts against smoking."

The Program won four gold and four silver awards for the program's print ads, print materials, television spots, radio spots, and special effects. In addition, "Gallery Gold" honors went to one of the campaigns aimed at getting youth to take a stand against corporate tobacco. The brainstorming session was organized by Wisconsin Tobacco Prevention and Control Program, Knupp and Watson, and FACT program leader Luke Witkowski.

Campaign materials will now move on to compete at the 8th District Addys in March. District winners go on to compete at the national level in June.