Case Study: Oregon Health Authority drives a community-led anti-tobacco campaign with Metropolitan Group

Oregon Health Authority mobilizes 90+ grantees to fight Big Tobacco with Metropolitan Group

The Oregon Health Authority faced the challenge of countering the tobacco industry's heavy marketing in Oregon, which disproportionately targets communities of color, lower-income populations, and people under stress. They partnered with vendor Metropolitan Group and engaged a network of community grantees to develop a new, community-driven mass media campaign aimed at shifting social norms and helping people quit tobacco.

Metropolitan Group worked with an advisory committee of grantees to co-design the "Imagine Oregon without Big Tobacco" campaign, which focused on positive themes of possibility and self-determination. The solution included vibrant illustrations from local artists and was disseminated via billboards, digital videos, television, radio, and ads in community spaces. The campaign performed above industry standards, with all ads and video views achieving high connection rates, and its wider impact was evaluated through community-led ripple effects mapping.

Oregon Health Authority