Teens Take a ‘Stand’

In its first campaign since winning Ohio’s $50 million anti-smoking account, Northlich takes a less preachy and more empowering approach to encourage youths to take a stand against tobacco.

“Instead of drilling home the message that teenagers have heard, we wanted to inspire teens to get with their peers and rally around this stand movement,” said Mike Renner, executive director of the Tobacco Use Prevention and Control Foundation in Columbus, which administers the state program.

The campaign, which includes print executions set to break this summer in teen magazines, is the first work created by the Cincinnati shop since winning the four-year contract in December. In January, the agency adapted previous campaigns used by the Centers for Disease Control and Prevention for use in Ohio, targeting adults.

Three TV spots broke last week, targeting 11-15-year-olds. They use the tagline, “Stand up. Speak out against tobacco.”

“We created the work with heavy input from the kids of Ohio,” said Don Perkins, Northlich’s executive creative director. The campaign intentionally uses teens from all walks of life and ethnic backgrounds, he said.

In one spot, a teen with her eyebrow pierced describes her personal decision not to smoke cigarettes as the room she is standing in fills with smoke. “It’s everywhere I look,” she says. “My parents smoke. … I’m freakin’ sick of it.”

All the spots end with teenagers showing the word “Stand” written on the palm of their hand.