Raze – West Virginia Teen Anti-Tobacco Initiative

Integrated Cause Marketing Campaign

Ranking near the top of teen tobacco use rates in the nation, West Virginia’s Department of Health and Human Resources was charged with reducing tobacco usage among 12- to 19-year-olds.

An in-your-face brand, Raze, MGA developed an integrated campaign delivered via traditional mass media and grass roots marketing to mobilize the state’s teens into an advocacy force. Elements included TV, radio, live events and mobile marketing.

In the first 24 months of the campaign, teen tobacco use dropped by 32%, resulting in $1 billion in projected health care savings to the state of West Virginia.