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