When I was told that we had a client with a controversial message requesting our advertising expertise, I was very intrigued.  Curiosity grew to bewilderment when  I discovered that they were encouraging the use of smokeless tobacco. Wait…what?!? For years we’ve been told about the dangers of smokeless tobacco. We’ve seen the giant warning signs on their advertising. We’ve seen the horrifying pictures of mouth cancer.

But after hearing the client (who happened to be a brilliant medical doctor) explain his 17 years of research, it all became clear: This may actually save lives.

First and most importantly- he’s not recommending anyone take up smoking or using tobacco products. The target audience is current long-time smokers: those who want to quit, have tried but can’t seem to kick it.

The doctor’s research indicates that if a smoker must have nicotine then there are safer ways to fulfill that need. There are smokeless tobacco products that can satisfy the nicotine craving and are much safer than the act of smoking the tobacco.

To get the word out, this campaign needed to go straight to those hit hardest by smoking related illness. Where is the country’s highest death rate thanks to cigarette smoking? Right in our own backyard. Owensboro, Kentucky is where 220 people die each year from smoking-related illness.

Our research began. From a media perspective, effective placement to the audience was going to be tricky. Owensboro is the target however it’s in the Evansville DMA. This limited mass media options as we didn’t want to include areas outside the geographic area. Our investigations eventually led us to some great options including both traditional and non-traditional vehicles that could make this campaign a success.

The team working on this project made a road trip to Owensboro where the doctor spoke to a group of dental hygienists (educating medical personnel is a key component of the strategy). While there, we conducted our own field research on media placement (as well as sample some of the famous Owensboro barbecue!).

We discovered that non-traditional media recommendations that looked good on paper didn’t necessarily make sense for this area. With more research (and BBQ), we discovered specific locations that would provide optimal reach and frequency to the target. It took an on-site investigation to really make a qualified recommendation.

For example, outdoor locations on the major highway around Owensboro had high DEC counts and looked like a good solution. However, being in town and talking to locals we discovered that the locals don’t drive the ‘Beltline’ (the bypass around the city). Instead Owensboro residents use neighborhood roads and short cuts over this highway. Outdoor boards on the Beltline would have hit many travelers but not those living in ‘The Big O’.

Another suggestion was barn advertising. The client loved the idea however the town isn’t quite rural enough. Therefore not very many of our target would be driving past barns and seeing our advertising message.

To make a long story short- after that visit -and another one a few months later-we’ve gone through several media plan revisions, creative changes, lots of phone calls, and confusing reactions from sales reps.  But we are now ready to start this campaign.

We always learn something with each new client, each new campaign.  And this one reminded us how important it is to “walk in the shoes” of our target audience allowing us to make the best possible recommendation for our client.

For more details on the campaign and the research behind it, check out www.SwitchAndQuitOwensboro.org. We really hope this campaign will make a difference in the health and lives of Kentucky and beyond.