Preventing and Reducing Smoking
We have developed Hispanic campaigns for the American Cancer Society for use nationwide. The “Mi Familia No Fuma” campaign was a smoking cessation and prevention effort aimed at Latino youth and families. Leveraging “familismo” and the aspirational Hispanic mindset, the campaign generated a decrease in smoking incidence of 33% among targeted populations and increased calls to the ACS Quitline of over 300% during campaign flight periods. The “Vive” campaign was a broader effort focusing on smoking prevention as well as healthy eating, physical activity, and regular wellness screenings. It positioned the American Cancer Society as a multiculturally inclusive and progressive health advocate for the Hispanic community.