Luckie Captures a Lion at Cannes

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Luckie & Co. won a bronze Lion for its Alabama Tobacco-Free Families media campaign at the 49th International Advertising Festival in Cannes, France.

The Birmingham, Ala., shop was honored for its innovative broadcast, print and direct-response efforts to convince low-income pregnant women to quit smoking.

“If they were pregnant and smoking, it meant current messaging wasn’t working,” said Luckie executive cd Martin Buchanan. “We had to strategically target a soft spot in their psyches. We decided to appeal to their selfish side, what having a sick child would do to them monetarily and to their lifestyle.”

Jay Waters, Luckie’s director of communications planning, developed a strategy that would impact women who were often beyond the reach of traditional media.





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