“Using tobacco is bad for your social life.” That’s the message behind Seattle agency WongDoody’s “No Stank You” anti-tobacco campaign for the Washington State Department of Health.
“Teens today are well aware of the health effects of using tobacco “Our approach is to tell kids something different that has immediate resonance,” said Tracy Wong, WongDoody chairman and creative director, about why this yearlong effort eschews traditional anti-tobacco messaging focusing instead on the social and cosmetic consequences of smoking and tobacco use.
“The mission for the target, 12-14 teens, is to prevent them from starting. If they never start smoking, it solves a lot of problems immediately.”
Like the overall campaign The NoStankYou.com Web site also takes a unique approach to anti-tobacco advocacy–it is home to the “No Stank You NOW” video log, an online news/entertainment show hosted by local teens, for teens, on the social risks of tobacco use. The vlog features interviews with peers, state officials, dentists, professional athletes and more.
For instance, one of the hosts goes on a shopping spree to show kids all the cool stuff she can buy for $6, the price of a pack of cigarettes. Or watch another host shed light on the statistic that 86 percent of teens prefer dating a nonsmoker. New vlog episodes, produced in-house, will be uploaded regularly.
“True engagement with the target comes on the Web. Not from TV. The Web is the only way we can deep dive with them on information, etc.,” said Wong. Designed by WONGDOODY’s interactive and technology development division, United^Future, the NoStankYou.com site is also filled with irreverent, interactive and portable content. Users are given code snippets for avatars, comment images, emotions and more, to post into blogs, MySpace and YouTube pages, personal Web sites and mp3 players. A news fact page offers rotating factoids and articles about tobacco use.
“The campaign’s online component is truly exciting in the anti-tobacco advocacy arena, a category that is already recognized for its creativity,” said Wong. “By arming teens with tools to disseminate humorous content in various ways, they become advocates of the anti-tobacco message.”
The campaign also consists of television commercials, radio and online ads–including seven TV spots directed by Geordie Stephens of bicoastal Tool of North America.
Ang Lee To Receive ACE Golden Eddie Filmmaker of the Year Award From American Cinema Editors
American Cinema Editors (ACE) has named two-time Oscar®-winning filmmaker Ang Lee as recipient of the ACE Golden Eddie Filmmaker of the Year award. He will be presented with the honor at the 76th Annual ACE Eddie Awards taking place Friday, February 27, at UCLA’s Royce Hall, where winners will also be announced in 14 competitive categories recognizing the best film editing achievements of the year in film and television. Kim Larson, managing director and head of YouTube’s Creator and Gaming team, will be accepting YouTube’s previously announced ACE Visionary Award, and Emmy winning editor/director Arthur Forney, ACE, and Oscar® nominated editor Robert Leighton will receive ACE Career Achievement awards. Lee joins a group of Golden Eddie award recipients including Jon M. Chu, John Waters, Gina Prince-Bythewood, Spike Lee, Quentin Tarantino, Kathleen Kennedy, Christopher Nolan, Lauren Shuler Donner, Guillermo del Toro, Steven Spielberg, Vince Gilligan, Alexander Payne, J.J. Abrams, Nancy Meyers, Martin Scorsese, Norman Jewison, Robert Zemeckis, George Lucas, and the Sundance Institute. “Ang Lee’s exploration of our most closely held emotions has ignited an international passion for cinema for over 30 years”, said ACE president Sabrina Plisco, ACE. “The breadth of his filmography is unparalleled, ranging from the intimate and boundary-breaking romance of Brokeback Mountain, to the epic drama of Life of Pi and Crouching Tiger, Hidden Dragon, to even the pre-MCU Marvel film Hulk.” This year’s ACE Visionary Award recognizes Larson and YouTube’s profound impact on visual storytelling as a whole, the importance of digital content and spaces in the evolving media landscape, and ACE’s ongoing work to support... Read More