Client: Osceola County Health Department / Tobacco Free Florida

Assignment: Brand Design/PSA Production for Students Working Against Tobacco Campaign

Situation Overview:
Osceola County Health Department in Kissimmee, FL was in need of brand design for their promotional signage and marketing materials for an upcoming Students Working Against Tobacco (SWAT) Back-to-School Health Fair and a series of Public Service Announcements for a TV and Cinema advertising campaign that would appeal to and incorporate actual students.

SWAT is Florida's statewide youth organization working to mobilize, educate and equip Florida youth to revolt against and de-glamorize Big Tobacco. The goals of SWAT are to prevent and reduce tobacco use among youth and to protect youth from secondhand smoke. Youth have been the target of this program because 89% of adult daily smokers began smoking before the age of 18.

SWAT is part of a larger Tobacco Free Florida (TFF) initiative which seeks to create a movement that will one day result in a Florida free from the detrimental effects of tobacco. Unveiled in 2008 under the direction of the Florida Department of Health, the Tobacco Free Florida campaign seeks to decrease the number of tobacco users in the state of Florida through efforts aimed at both preventing nonusers from starting to use tobacco and encouraging current users to quit. These efforts are funded by money derived from court settlements against major tobacco companies, and include executions in the realm of Advertising, Public Relations, Interactive, Guerilla Media, Event Media, Sponsored Promotions and more.

Approach and Outcome:
Brand Design - After meeting with the program director and doing an analysis of tobacco ads and tobacco free ads running in the State of Florida, the DJG creative team devised a strategic plan to capture and appeal to local youth with imagery. Starting with the Psychology of Colors the base color of the design selected was Orange due to how it affects people physically by stimulating activity and appetite as well as encouraging socialization. The creative team wanted the ads to "look cool" but graphically depict the incarcerating and damaging effects an actual cigarette addiction truly possess.

To illustrate the incarceration/damage effect, the team created "life-sized" cigarettes that were still lit and burning while the "smoker" was trapped inside the wrapper and literally puffs away from being burned. Visually symbolizing the fact that once you start smoking "it's not the cigarette you're puffing away, it's your life". The final artwork also displayed the SWAT and TFF logos with a visual link to tobaccofreeflorida.org as a way to integrate online engagement.


PSA's - DJG creative team devised a strategic plan to capture and appeal to the local youth with a campaign that used real students as spokespeople/brand ambassadors as well as tapped several students to co-produce elements.

Osceola County Health Department Anti-Candy Flavored Tobacco PSA
http://youtu.be/q3MyrWf3hHs

Osceola County Health Department Anti-Smoking PSA http://youtu.be/kKjEGpOQyOU

Client Testimonial:
"I have worked with the Devin James Group on producing, designing and developing materials for our youth tobacco prevention and cessation program Students Working Against Tobacco (SWAT) and recently for our partnership marketing campaign. The feedback that I have received from our youth advisors and partnership members is that the DJG staff always have a high level of professionalism, are very detailed oriented and that their creativity will surely surpass the competition. The students involved in our programs all enjoyed working with the DJG team and we couldn't be more pleased with the outcome of the PSA's. Therefore, we support and recommend them based on their execution."

Monifa Charles, Osceola County Health Department Program Director