KSV Takes New Tack | Adweek KSV Takes New Tack | Adweek
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KSV Takes New Tack

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BOSTON Kelliher Samets Volk has created new work for the Vermont Department of Health's Young Adult Anti-Smoking Campaign.

The campaign targets the segment with the highest smoking rate in the state—young adults—by emphasizing the possible side effect of sexual dysfunction, according to Cheryl Eaton, a partner and brand group director at the marketing shop in Burlington, Vt.

"The challenge is that this group is not easily motivated to quit. They remain unmoved by the long-term health effects of smoking, such as lung cancer. They also put off quitting, assuming that they will have plenty of time to give it up before they become addicted. We wanted to really open some eyes and help them quit," said Eaton.

Young adults (ages 18-24) have a higher smoking rate (30 percent) than Vermont adults as a whole (less than 20 percent) do.

KSV is employing a combination of targeted radio ads and nontraditional items. These include matchbook condoms and napkins with humorous, yet explicit messaging. The condom copy warns: "Keep smoking and you might not get it up." The text on the napkin begins, "Your little general won't salute?"

The items are being distributed to bars, colleges, select community organizations and events throughout the state.

Agency creative director Bill Drew oversaw the campaign. Seth Drury handled art direction, teamed with copywriter Mike Hannigan.

Recent annual paid media spending on the account has been in the mid-six figures.

KSV, one of northern New England's largest shops, also works for Dunkin' Donuts, New Balance, Unicel, Concept2, Chittenden Bank and Timberpeg.

—Adweek staff report