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Outdoor

California Tobacco Control Program: I Just Smoke with Friends

“Never Just a Smoke” is a new campaign from the California Department of Public Health’s CA Tobacco Control Program (CTCP) that responds to the reality that casual smoking by young people is on the rise -- even as daily smoking declines. While children of the 1990s and 80s grew up seeing anti-tobacco efforts targeted at heavy ‘pack-a-day’ smokers, this campaign taps into the insight that social smokers age 21 to 35 typically don’t view themselves as ‘smokers’ -- and thus, underestimate the harm of lighting up socially. CTCP’s “Never Just a Smoke” campaign also combats the reality that new forms of tobacco -- including hookah, cigarillos, JUUL and e-cigarettes -- make social smokers less likely to perceive the health risks of occasional use. OOH, digital video, digital audio and radio targets “smokers in denial” age 21 - 34 across California -- with special focus on reaching LGBTQ, Hispanic, Asian and African-American communities that are at higher risk for social smoking.
Credits Other credits

Duncan Channon, continued:



• Studio designer – Scott Whipple

• Senior broadcast producer – Keenan Hemje

• Senior broadcast producer – Christine Gomez

• Art buyer – Renee Hodges

• Art producer – Porsche Michelle

• Senior art buyer– Diana Courcier

• Print producer – Julie Mastalerz

• Senior digital producer – Eric Kozak

• Producer – Emily Sarale

• Chief strategy officer – Andy Berkenfield

• Strategy director – Kelleen Peckham

• Strategist – Adam Flynn

• Digital strategist – Brandon Sugarman

• Director of communications planning – Leslie Diard

• Group director of communications planning – Rochelle Armstrong

• Communications planning supervisor – Paulo Delacruz

• Communications planner – Caitlin Delaney

• Director of account management – Jamie Katz

• Account director – Kumi Croom

• Account supervisor – Rachel Smutney

• Account supervisor – Vida Thaxton

• Senior account manager – Davis Wolfe

• Associate account manager – Neha Sinha



Video Production

• Production company – MJZ

• Directors – Will Hoffman & Julius Metoyer

• President – David Zander

• Senior executive producer – Eriks Krumins

• Producer – Suza Horvat

• Editorial – Cabin Edit

• Editor – Issac Chen

• Executive producer – Carr Schilling

• Producer – Michelle Dorsch

• Editor & finishing – Kurt Zhuang

• Sound engineer – Joaby Deal, One Union Studios



Photography

• Photographer – Pari Dukovic



Website production

• Agency – Beyond

• Senior digital project manager – Marcus Chairez

• Art director – Ross Fischer

• Senior product designer – Rachel Mersky

• Product designer – Agatha Kielczewski

• Technical director – Rowan Laurence

• Front end development lead – Miguel Caires

• Quality assurance lead – Jeffrey Campbell

• Producer – Mark Abraham

• Front end developer – Sarah Mendham

• Senior back end developer – Ching Leung

• Quality assurance analyst – Nikhail AhPo

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