Looking to keep Utah's youth smoking rates down, Crowell PR created “Miley Mania Adventure,” a campaign in which kids signed up online or via text message to be one of 20 parent-child teams to compete in a scavenger-hunt that consisted of various anti-tobacco riddles. The winning team won four tickets to a Miley Cyrus concert.
“The... idea... was to open a dialogue between parents and kids,” says David Neville, marketing coordinator for Utah Department of Health's Truth Campaign.
The event was designed to instill anti-tobacco awareness among Utah's youth. To get word of the contest out to this demographic, the PR team decided to focus on spreading its message to a targeted group of media outlets that were sure to reach either youth or adults with children between the ages of 8 and 17.
“We spend a lot of time researching the media we are going to pitch,” says Kim Raap, account supervisor at Crowell.
Crowell distributed press releases to news organizations in the Salt Lake City area, as well as some of Utah's more rural regions, in hopes that media attention would encourage kids from various areas to participate.
One way Crowell secured coverage was by inviting journalists to participate in an event similar to part of the contest, where they played the board game Operation and removed organs affected by smoking and tobacco.
More than 920 people signed up for the contest online, and more than 2,700 entered via text message.
Additionally, Crowell secured media impressions across radio, broadcast, online, and print outlets, such as Deseret News, and local ABC, Fox, and NBC affiliates. One of its main achievements was mentions on youth-targeted radio stations throughout the state of Utah.
Crowell continues to work with the Utah DOH on various elements of the campaign.
PR team: Utah Department of Health and Crowell Advertising, Marketing, & PR (both Salt Lake City, UT)
Campaign: Miley Mania Adventure
Duration: May-June 20, 2008