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Big Tobacco's Fantasyland

Duncan Channon
Big Tobacco's Fantasyland by Duncan Channon

credits

Title
  • Big Tobacco's Fantasyland
Entrant
  • Duncan Channon

About This Project

Summary

The ‘Fantasyland’ campaign for the California Tobacco Prevention Program (CTPP) aimed to unmask Big Tobacco's deceit and educate Californians on vaping harms. Targeting diverse audiences, the social-first campaign ran on Facebook, Instagram, and TikTok. TV and online spots by filmmaker Emmanuel Adjei revealed stark realities beneath alluring facades. A comprehensive media program saw broad reach across channels, promoting inclusivity by translating into six languages.

Goals & Objectives

The ‘Fantasyland' campaign aimed to expose Big Tobacco's deceptive narrative and educate Californians on the harms of vaping. Targeting those affected by Big Tobacco's past and the youth vaping epidemic, it sought to unmask the industry's false friendship and inherent fraudulence.

Results & Impact

‘Fantasyland’ drove 500 million impressions and 3 million landing page visits, with 430,000 Educated Site Visits. It spurred community engagement through anti-tobacco coalition sign-ups, letters to policymakers, and social media sharing, setting a powerful precedent in anti-tobacco initiatives.

the team

Anne Elisco-Lemme
  • ECD/CD
  • Duncan Channon
Jeff Phungglan
  • Senior Writer
  • Duncan Channon
Xavier Rivera
  • Senior Art Director
  • Duncan Channon
Darlene Gibson
  • Senior Designer
  • Duncan Channon
Shannon Burns
  • Senior Designer
  • Duncan Channon
Kelleen Peckham
  • Director of Brand Strategy
  • Duncan Channon
Mel Gray
  • Associate Director of Brand Strategy
  • Duncan Channon
Mariya Manuel
  • Content Strategist
  • Duncan Channon
Kumi Croom
  • Managing Director
  • Duncan Channon
Valerie Nerio
  • Associate Account Director
  • Duncan Channon
Davis Wolfe
  • Associate Account Director
  • Duncan Channon
Vida Thaxton
  • Account Supervisor
  • Duncan Channon
Bryan Moore
  • Associate Director, Project Managemen
  • Duncan Channon
Maddy Robinson
  • Group Director, Media + Analytics
  • Duncan Channon
Sally Lockwood
  • Associate Director, Media + Analytics
  • Duncan Channon
Artemis Mansur
  • Planner, Media + Analytics
  • Duncan Channon
Sara Wiler
  • Associate Planner, Media + Analytics
  • Duncan Channon
Rob Griffin
  • Director, Digital + Analytics
  • Duncan Channon
Ranjani Ravirajan
  • Senior Analyst, Media + Analytics
  • Duncan Channon
Paul Callaway
  • Senior Analyst, Media + Analytics
  • Duncan Channon
Eddie Gonzalez
  • Associate Director of Paid Social
  • Duncan Channon
Kyle Rovinski
  • Associate Director of Search
  • Duncan Channon
Amira Kishak
  • Senior Search Manager
  • Duncan Channon
Amanda Chaffin
  • Senior Producer
  • Duncan Channon
Keenan Hemje
  • Head of TV & content production
  • Duncan Channon
Rita Ribera Channon
  • Executive Producer
  • Duncan Channon
Star Baclay
  • Production Assistant
  • Duncan Channon
Eric Kozak
  • Head of digital production
  • Duncan Channon
Shaz Kuerschner
  • Manager of art production
  • Duncan Channon
Tricia Krasneski
  • Business Manager
  • Duncan Channon
Phat Trieu
  • Production Artist
  • Duncan Channon