Case Study: Washington State Department of Health boosts LGBTQIA+ menthol cessation engagement with PRR

Washington State Department of Health generates 6.7 million impressions with PRR

The Washington State Department of Health faced the challenge of reducing menthol tobacco use within the LGBTQIA+ community, where traditional cessation messages lacked credibility due to decades of targeted marketing by tobacco companies. Partnering with vendor PRR, Inc., the department sought to develop a new approach using marketing and communications services to foster meaningful dialogue and connect the community with supportive resources.

PRR, Inc. developed the "Postcards to My Younger Self" campaign, which replaced directive messaging with authentic community storytelling and personalized pathways to harm reduction and cessation resources. This solution generated 6.7 million impressions, drove over 57,000 clicks to campaign resources, and attracted 22,000 unique microsite visitors, successfully raising awareness and engagement while being recognized with major industry awards.

Washington State Department of Health