the 84 WEBSITE

Building social advocacy among teens through social networking. www.the84.org
How do you positively affect social behaviors and attitudes regarding tobacco use among teenagers?

ARGUS developed the84 brand, a multi-faceted youth-marketing campaign that is acutely responsive to the needs and lived realities of target teen audiences. The84 also focuses on building a social movement. Through primary research we discovered that 84% of teens in Massachusetts State choose not to smoke. Our core framework is centered around the many normative alternative lifestyles available to teens instead of smoking.

Our interactive strategy leverages social networks popular with teens  peer-to-peer technologies  and viral products to maximize outreach, influence behavior and motivate change. Through extensive user research and testing, we created a website that offers various parallel user experiences calibrated to varying levels of involvement. The website is regularly updated to increase traffic to certain key content areas and maintain sustained dialogue with users.

Since its public launch in August 2007, the website has had over half a million visitors, with a more than a third of users logging in from outside the State of Massachusetts.