mtcp PEOPLE MAGAZINE WRAP

Reframing issues to motivate desired behavior is a core strength of ARGUS.

As part of a large public health effort, this advertising campaign produced for the Massachusetts Tobacco Control Program highlights the dangers of secondhand smoke on the most vulnerable population, children.

Did you know secondhand smoke causes asthma in children? Many adults don't.
To generate awareness and motivate desired behavior among hard to reach residents, ARGUS developed non-confrontational messaging that encouraged parents and care givers to think twice about lighting up around children. Included in campaign messaging were tips and resources for quitting programs, such as a hotline number. Campaign materials were produced in multiple languages, including Spanish and Vietnamese.

As a result of a multi-pronged effort including offering treatment programs, The NY Times published an article showing a dramatic drop in smoking rates among poor residents of Massachusetts.

Part of our campaign strategy was to reach our target audience through a mix of tactics including radio, transit and out-of-home. Additionally we also included a People magazine wrap. The wrap utilized the visual language and messaging of the campaign and was incorporated into People magazine.

The magazine wrap allowed us to capture the interest of patients while they waited in doctor's offices where they would most likely pick up a magazine. This tactic also offered a high pass-along rate.