Ohio Begins Anti-Tobacco Effort

Northlich’s first work for Ohio’s anti-tobacco effort will pick up spots adapted from previous campaigns used by the Centers for Disease Control and Prevention.

Two 30-second TV ads that break today target pregnant women and adults. The CDC provides each state with a pool of spots developed by numerous agencies for other states’ anti-tobacco efforts.

A new creative campaign from the Cincinnati shop, currently in production, is slated to break at the end of February and targets 11-15- year-olds, said Susan Jagers, interim assistant director for the Tobacco Use Prevention and Control Foundation, which administers the state’s program.

The Columbus, Ohio, foundation decided to use existing ads so it could immediately begin running anti-tobacco messages, Jagers said.

Northlich just won the four-year, $50 million contract in December, besting most of the state’s major agencies.

By using spots already deemed successful, the agency tests its creative before launching a fresh campaign, according to Rick Miller, Northlich’s evp, managing director.

Each CDC spot is tailored for Ohio with a closing reference to the foundation and a state statistic on tobacco use.