CAMPAIGN
OVERVIEW
MEDIA
The usage of media outlets played a pivotal role in amplifying the campaign’s reach and impact - reinforcing our campaign message, fostering awareness and providing viewers with an outlet (#250 Line) that would help them on their quitting journey. Leveraging radio, television and billboards allowed for our primary message to be seen and heard during primetime intake hours while also reaching diverse audiences. The bright, robust imagery that was utilized provides visual impact that offers an opportunity to convey compelling narratives which resonate with our target viewers.
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iHEART RADIO
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LAMAR BILLBOARD
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ORANGE BARREL BILLBOARD
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ORANGE BARREL 'IKES'
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WWHO TELEVISION
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iHEART DIGITAL
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LA NOTA PRINT
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URBANONE RADIO
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#250 QUIT LINE CALLS
IMPRESSIONS
1,684,121
507,099
958,930
761,551
750,000
1,350,277
20K+ PRINT
333,100R
>50 CALLS
TELEVISION LINKS
RADIO LINKS
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FACEBOOK REACH
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INSTAGRAM REACH
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FACEBOOK PROFILE VISITS
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INSTAGRAM PROFILE VISITS
PAID PERFORMANCE
242,116
100,725
2,081
4,336
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IMPRESSIONS
-
ENGAGEMENT
-
CLICKS
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TOTAL VIDEO VIEWS
717,216
170,195
9,644
162,381
SOCIAL MEDIA IMPACT
Make It Make Sense campaign actively promoted awareness of tobacco cessation and education via organic and paid social media platforms. The interactive and compelling content raised awareness about the dangers of tobacco, provided access to information and resources for quitting which fostered support and encouragement to those seeking a healthier lifestyle.
GRASSROOTS IMPACT
The Make It Make Sense campaign went on the road spreading the word on tobacco prevention via several grassroots campaigns. Here we were able to engage with schools, local organizations and community members promoting messaging centered around the dangers of tobacco and nicotine, empowering individuals to make informed choices to prevent tobacco use.
CAMPAIGN KICKOFF EVENT
To celebrate and kickoff the launch of the Campaign, Make it Make Sense conducted a kickoff celebration during April 2023. During this kickoff event community members and leaders came together to learn more about the objective of the campaign. Speakers included, Health Commissioner Mysheika Roberts, Former Columbus Mayor Micheal Coleman, Council Member Shayla Favor, TBA Dr. Iyaad Hassan - provided testimonies on their personal experiences and highlighted the dangers Columbus residents face when battling tobacco usage.
KEY HIGHLIGHTS
100K MEDIA VIEWERS
75 REGISTRANTS
130 QUIT KITS DISPERSED
LAUNCH OF AUGMENTED REALITY POSTERS (CLICK ME)
WHAT ATTENDEES SAID:
TIFFANY GLOVER
(advocate/speaker)
“Quitting is definitely tough, but possible. I just stuck with a plan. It was just the encouragement of everyone around me actually following through with nicotine replacement, and that’s what helped me even though it was hard I was able to do it and so can everyone else”
DR. RJ SONTAG
(Ohio Health emergency physician)
“It shouldn’t be done alone – what matters is when people know that they can quit it makes a huge difference. So that’s what I share with my patients. You have the ability to quit in the resources to help you”
SHAYLA FAVOR
(Columbus City Councilmember)
“It’s not enough to just say we want to put a fan on something without providing solutions for individuals who are looking for a way to stop smoking”
DR. MYSHEIKA W. ROBERTS
(Columbus Public Health Commissioner)
“Together, we will raise awareness and get critical information to those who are in need, and who wanted to meet, who want to have this information, the most, so they can break their tobacco addiction, and move down the path to a healthy and more equitable life”
EMPOWERING COMMUNITIES FOR A TOBACCO FREE FUTURE
On November 9, 2023 Make It Make Sense and The Breathing Association hosted a symposium that informed the community on increased targeting tobacco companies have made in black and brown communities. Our expert, Dr. Iyaad Hassan educated the audience on the importance of tobacco prevention and instructed attendees on how to assist those looking to quit.
WHAT ATTENDEES SAID:
TIM
“We found out today they’re targeting kids as young as nine years old.” “I want to champion that we as parents and community leaders, take a more active role in educating our kids to help them get into a better mindset when it comes to using things that seem to be good, but not good for you.”
BIANCA
“They’ve (Youth using tobacco products) become more clever and more discreet with where they're hiding, it’s up to us to speak up about the dangers and implement a change”
AJ
“The oils and the way that it sits on your lungs, we don’t know what that’s going to cause in their future. But just hoping that this awareness and stoppage to using vape will just help increase those younger generations as a whole.”
GREAT AMERICAN SMOKEOUT
The Great American Smokeout is a National event hosted by the American Cancer Society, occurs the third Thursday every year, that encourages tobacco and nicotine users to quit smoking for the day.. The Make it Make Sense campaign alongside The Breathing Association honored the day by hosting an outdoor community event that encouraged residents to commit to quit smoking by starting with just one day. Cold Turkey Sandwiches were handed out to those who committed to quit, in addition to lung health and carbon monoxide testing. Of the dozens of organic residents who attended the event 12 committed to quit smoking that day in hopes that they would cease all smoking by the end of the year. Free Covid-19 test, cessation information and quit kits were handed out to community members.
Our partners from Ohio Health, FCPH, Mount Carmel, Columbus Public Health and Nationwide Children's hospital rallied together to create a promo video encouraging users to quit for the day.
WHAT ATTENDEES SAID:
DJ IQ
“They have the big money to do what they’ve done. Nobody has made it illegal for them to do this so it’s like an open gate for them to come attack us.”
ANONYMOUS
“Sometimes when you do it you can feel yourself being unhealthy, and I work out and you don’t really want to feel that when you workout.”
COMMUNITY IMPACT
It was imperative that we reached the community where they were at. Starting from the campaign's inception MIMS strategically built an interactive buildout that we knew would draw in audiences. Our street team was able to reach event attendees by not only telling them about the dangers of tobacco, but also showing them. Our Augmented Reality posters, designed to look like tobacco targeting ads, came to life and told real stories of people who used to smoke tobacco products. Interactions with these posters allowed for our street team to open conversations about our visitors' struggles and the resources available in Columbus to help them quit. In total we appeared at ten events, many of which had several thousand attendees.
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COSI COMMUNITY EVENT
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CDC EVENT
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KEMBA LIVE: END OF SCOOL KICK OFF
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614 DAY VENDOR
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JUNETEENTH ON THE AVE APPEARANCE
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UNITY BBQ APPEARANCE
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ONE COMMUNITY CHURCH SPONSOR
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AFRICAN AMERICAN MALE WELLNESS WALK
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FUNK FEST SPONSORSHIP
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OSU HOMECOMING TAILGATE
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PLAY BY PLAY CLASSIC
1,000+
25
1,000+
2,000+
7,000+
300
1,400+
30,000+
3,000+
300+
1000+
ATTENDEES
REGISTRANTS
STUDENTS
PARTICIPANTS
VISITORS
VISITORS
VISITORS
ATTENDEES
ATTENDEES
TABLE VISITS
ATTENDEES
850
2,000+
300
TOTAL QUIT KITS DISPERSED
QR CODES SCANNED
POSTER INTERACTIONS
