American Heart Association
Every day, the tobacco industry unfairly targets specific communities — including adolescents and people of color — with products like flavored tobacco and vapes.
Every day, the tobacco industry unfairly targets specific communities — including adolescents and people of color — with products like flavored tobacco and vapes.
Wanting to create greater awareness and drive action, the American Heart Association looked to DBT to develop and design a campaign that would speak directly to these same communities and inspire them to advocacy.
DBT took a two-prong approach to reach these audiences:
- An ad campaign on Instagram and Snapchat that highlighted Big Tobacco’s predatory practices
- A micro influencer campaign that allowed AHA to partner with influencers affected by flavored tobacco and take part in organic conversations
The campaign quickly garnered interest amongst influencers, with over 30 individuals reaching out to AHA to express their interest in partnering.
In just the first few days of the campaign going live, digital ads generated 2,500+ clicks to the AHA website, where advocates could sign up to join the fight.
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