Do You, Not Tobacco

Today’s teens want two things: to be authentic and autonomous. They want to be their own person, and don’t want to be talked down to by adults. Upon making those observations after leading a teen focus group, I developed the concept and tagline for the campaign Do You, Not Tobacco. This campaign shares stories from all kinds of real Colorado teens, putting a spotlight on all of the beautiful characteristics, skills and quirks that make a teen’s life interesting and inspiring. Do You celebrates all the ways teens can be uniquely themselves – while reminding them that at the end of the day, tobacco doesn’t need to be one of them.

To support the campaign, our team created videos, gifs, digital and social ads, social media content and Snapchat filters. As the lead Snapchat strategist at SE2, I also led the development of several generic Snapchat filters to be used statewide, as well as a dozen that were branded and geo-targeted for specific high schools across Colorado. I managed the placement of these location-based geo-filters at each high school, which ultimately were used more than 2000 times, bringing in over 51,000 views. On social and digital media it has been CDPHE's most successful youth-focused anti-tobacco campaign and hashtag.

Concept Development, Strategy, Web & Social Media Copy & Snapchat Strategy: Allison Nipert

Creative Director: Amy Guttman

Art Director: Joel Hill

Ad Copywriter: Ryan Johnson

Social Media Graphic Development: Nate Balfour