BWA Launches New Ad Campaign to Prevent Smoking Initiation in Sonoma County

BWA, in partnership with Sonoma County Department of Health Services, recently launched the Independence social marketing campaign to prevent tobacco initiation among Sonoma County teens. The campaign launched this month and will run through the end of June 2014.

The centerpiece of the campaign is a thirty-second commercial that features teens explaining how tobacco companies get you hooked on nicotine and gain control over you and your health. By rejecting tobacco, however, you assert your independence, as reflected by the phrase: “It’s not for me, I go my own way.”

An integral part of the campaign is the #notsoldinpacks Instagram photo contest in which Sonoma County teens can enter photos that capture what independence means to them for the chance to win a prize. Information about the contest, including the official rules and instructions on how to enter, can be viewed on the contest webpage, notsoldinpacks.org.

The commercial is currently airing on Comcast Cable networks in Sonoma County as well as on YouTube and in movie theaters. Posters, postcards and carabiner key chains will be distributed through Sonoma County schools, events and community organizations.

The thirty-second commercial can be viewed here.