The Client, and a Little History
While working at Fahlgren Mortine, I had the opportunity to work with the West Virginia Department of Health and Human Resources (DHHR) on the new website for their teen anti-tobacco campaign, Raze West Virgina.
I’m already familiar with teen anti-tobacco campaigns, having been involved in Pennsylvania’s for a time when I was a teen, myself, but I found out that what makes West Virginia’s somewhat unique – and very important – is that West Virginia ranks as the highest, or second highest (in some subcategories), of tobacco users nearly across the board, from adults, to pregnant women, to teens. When nearly a third of everyone around you, no matter the demographic, uses tobacco, that’s a lot of peer pressure.
Raze is one of several youth anti-tobacco campaigns in West Virginia. It’s a little different from many others, because it’s not just conferences. Rather, it’s groups of teens at the school and community levels (“crews”), sponsored by an adult, that help create a grassroots anti-tobacco movement. They do this by organizing what they call “commotions,” or micro-events to help raise awareness and “tear down tobacco lies.” These commotions can be as simple as handing out fliers, or as large as holding an assembly.
As an added incentive, organizing commotions earns the crew a certain number of points. At various thresholds, the crew then earns gear, ranging from pens to backpacks, emblazoned with the Raze logo.