WASHINGTON, DC: The American Legacy Foundation will be bringing its "Bob Quits" anti-smoking campaign to the Washington DC area, after 130,000 people logged in and followed the first campaign, for the New York City area.
The DC effort will also be based on the Bob from the NY campaign, whose real name is Ethan Teicher, a 35-year-old sheet-metal worker and smoker of 18 years. The ALF will have Teicher in the DC area during the campaign for a rigorous publicity schedule.
Through the reality-based campaign, which gives residents the chance to follow one man's progress as he attempts to quit smoking, the foundation features PR techniques like daily videos that share Bob's experiences and an updated blog on bobquits.com.
The foundation is working with its AOR, Golin/Harris, which will be focusing a lot of its promotional efforts on getting "Bob" in front of the media, said Golin/Harris senior account executive Midy Aponte.
The NY campaign was featured on CBS radio, Fox News, as well as in newspapers like the USA Today and the New York Daily News. The company also placed advertisements in New York City subways. That campaign gave the ALF 7.5 million media impressions, said Chris Cullen, EVP for marketing and communications.
Based on research on people who smoke - both those who are contemplating quitting or those who are not - the foundation found that the smokers really didn't know how they would begin their next attempt to quit, Cullen said.
"People are leaping into this very complex challenge with a simple plan, which drove us to illustrate how complex a successful cessation plan has to be," Cullen said.
The campaign, which will be advertised and publicized broadly, will attempt to drive home that successful cessation requires an entire community of support, he said.
The company is also in the planning and casting stages for a new Bob to appear in September, when they hope they will work with other prevention agencies to garner national coverage.
Washington, DC-based ALF develops programs that address the health effects of tobacco-use through grants, technical assistance and training, youth activism, strategic partnerships, counter-marketing and grass roots marketing campaigns, PR, and outreach. The firm is also behind the youth anti-smoking "truth" campaign.