NEW YORK: The American Legacy Foundation, in partnership with the New York City Department of Health and Mental Hygiene, has turned to AOR Golin/Harris for PR support for a reality advertising campaign that tracks a New Yorker trying to quit smoking.
The ads show "Bob" contemplating quitting, making a plan to stop, and then carrying out the plan. PR efforts will focus on "making Bob Quits more ubiquitous in earned media," said Chris Cullen, EVP for marketing and communications for the American Legacy Foundation.
Golin's goals are twofold: to get New Yorkers to understand that quitting smoking is hard, but that social support can increase chances of success, and to encourage those who want to quit to develop a plan. Golin will target New York City and public health media outlets, as well as marketing and tobacco control trade publications.
Cullen said the campaign would initially focus only on New York City, but that additional states were "in the cooperative pipeline."