FHCRC Target You Identity
Design Problem
Fred Hutchinson Cancer Research Center research shows that tobacco use in the USA continues to be the single largest preventable cause of death and disease, causing one ut of every five deaths (NCI, 1997) Although tobacco use rates have decreased among most population groups, tobacco use on college campuses has increased markedly in the past decade.
What We Did
Working with a team from the Center, we began with research into the reasons students smoke. Reasons ranged from smoking’s perceived stress-reduction properties to the effects of peer group pressure and a feeling that they were immune to the health risks. Discussions with college student focus groups revealed a recurring theme of anger at the tobacco industry’s manipulation of their age group once they were made aware of the facts.
Our work on Target You includes strategy, brand name and tagline, logo and identity, posters, postcards, and giveaway bags with notes and stickers.
How It Helped
The Target You campaign we created sets a remarkable precedent through its unique approach to tobacco prevention and awareness. While many anti-tobacco campaigns apply sarcasm and grim statistics, the campaign created by Amadeo reveals the tobacco industry’s manipulative marketing tactics. By soliciting viewer outrage toward the tobacco industry, the campaign discourages initiation, promotes cessation, and counters the acceptability of tobacco use.
Amadeo’s Target You campaign for the Fred Hutchinson Cancer Research Center was awarded a Sappi Ideas That Matter award and grant for its creativity and effectiveness.
