Case Study: the Department of Public Health drives smoking cessation and quitline engagement with Fraser Communications

Department of Public Health boosts quit-line calls and website traffic with Fraser Communications

The LA County Department of Public Health faced the challenge of reducing vaping and tobacco use among its diverse residents, with specific concerns around menthol cigarettes and secondhand smoke exposure in multi-unit housing. They engaged Fraser Communications to develop a series of public health campaigns to inspire positive behavior change.

Fraser Communications developed multiple, targeted campaigns including "What’s Your Reason to Quit?" for vaping, "Never Stop Quitting" for general smoking cessation, and efforts focused on menthols and secondhand smoke. The solution leveraged relatable creative, multi-lingual materials, and a multi-channel media strategy across digital, social, out-of-home, and traditional advertising. The campaigns successfully exceeded impression goals, drove significant increases in calls to quit lines and traffic to LAQuits.com, and raised public awareness, with one campaign being extended due to its success.

Department of Public Health