Louisiana Public Health Institute
African-American Male Tobacco Cessation Campaign
MEE was hired by the Louisiana Public Health Institute to serve as the primary creative developer and media strategy planning and buying resource for their African-American Male Cessation pilot campaign in Shreveport. The campaign targeted African-American males, ages 35 – 59, who knew why they shouldn’t smoke or who wanted to quit. The campaign let them know that they had support available to them by highlighting the state’s resources that could help them be successful.
MEE’s campaign promoted and raised awareness of the Louisiana Tobacco Quitline (1-800-QUIT-NOW ) and the QuitWithUsLA.org website where users could receive Tobacco Cessation Trust services, such as: consultation with a tobacco cessation specialist, free self-help guides, tools and support materials, referrals to face-to-face programs in their areas, and materials for smokeless tobacco users. The campaign also delivered the message that these and other resources were user-friendly, culturally specific and could be trusted.
MEE’s campaign was delivered through a combination of print, transit, radio, digital and social media platforms, such as Facebook, YouTube, Pandora and Instagram.