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BreatheND

Clear Results: How Odney Helped Reduce Smoking in ND

Situation

In 2009 , a new state agency, the North Dakota Center for Tobacco Prevention and Control Policy (the Center), was created to educate the public about the dangers of secondhand smoke and other tobacco-related issues.

Objective

Odney was hired to develop a brand identity for the Center, and marketing campaigns to educate North Dakotans about tobacco-related issues.

Strategy

Research showed North Dakota residents did not feel tobacco use was a big problem despite the number of deaths and health care costs associated with tobacco use. The “BreatheND” brand we created in 2006 as the face of North Dakota’s prevention efforts was used as the launching pad for these campaigns. “BreatheND” directly evokes ‘easy breathing’ in North Dakota, and we used this to educate North Dakotans about the increased health and money-saving benefits of eliminating secondhand smoke and tobacco use.

Tactics

We created a new logo, positioning statement, advertising materials, PR plan and a mass media campaign to communicate the "BreatheND" brand to the Center’s target audiences. We used research and CDC-approved best practices to develop multi-channel media flights that combine paid efforts with PR and social media.

We created content calendars to track all media flights and ensure our PR and social media aligns with current paid campaigns.

Our tactics have expanded over the years and we currently run 7-8 media flights per year.

BreatheND - Signs Video

BreatheND - Turn Away Video

BreatheND - 7 out of 10 Video

Results to Date

31%

Number of ND students

who tried smoking in 2017, down from 41% in 2013

Decreased

percentage of ND Students

who currently smoke cigarettes, from 22.4% in 2009 to 13% in 2017

18.7%

of adults currently smoke

down from 21.9% in 2011

Related Work

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117 West Front Avenue
Bismarck, ND 58504

701.222.8721



Minot Office:

2400 E Burdick Expy, Suite 102
Minot, ND 58701

701.857.7205