Case Study: FDA reduces rural youth smokeless tobacco intent with Design for People’s digital PSA campaign

FDA boosts intent not to use smokeless tobacco by 12.1% with Design for People Inc.

The FDA's Center for Tobacco Products faced the challenge of preventing smokeless tobacco use among rural teenage boys, a demographic with high cultural acceptance of these products and little available research. They partnered with Design for People Inc. to develop a public service campaign that would educate this audience on the dangers of smokeless tobacco without alienating them by attacking their cultural norms.

Design for People Inc. implemented a comprehensive digital content program, creating authentic videos and visuals distributed across online platforms like YouTube, gaming networks, and social media, as well as through offline channels. The campaign successfully educated the target audience, with a brand lift study showing intent not to use tobacco increased by 12.1%. The effort also earned a Bronze Effie Award and delivered digital metrics that significantly exceeded all government benchmarks.

FDA