Orange County Tobacco Prevention and Cessation Campaigns

Dates: 2015-2016

State: California

Client(s): County of Orange Health Care Agency

Technical Expertise: Substance Use


JSI is working with the County of Orange Health Care Agency and the Tobacco Use Prevention Program (TUPP) to create and implement two comprehensive and creative public education media and social marketing campaigns to address youth and adult smoking prevalence. JSI used a community-based social marketing approach to develop two social marketing campaigns to 1) reduce the prevalence of smoking among youth in high prevalent school districts in Orange County and 2) increase adult tobacco cessation via the NEW LUNG line.

JSI developed the "I'm Not a Smoker Anymore" campaign to promote smoking cessation services through the 1-866-NEW-LUNG quitline, targeted to adult smokers. The campaign concept was the result of formative research with cessation providers and focus groups with adult smokers. The campaign includes print materials, Facebook ads, radio PSAs, and outdoor advertising.

Second, JSI developed the "Let's Get It Out There!" Campaign to encourage teens to be smokefree on Instagram. Teens are encouraged to submit photos using the campaign hashtag #tobaccofreeOC and sharing why they're proud to be smokefree. Local youth serve as campaign ambassadors to share messages about being tobacco-free. The campaign also includes print materials for distribution at local schools and through educational programs. JSI worked with youth tobacco prevention providers and local youth groups to create the campaign concepts.