May 7, 2012
A quit-smoking advertising campaign, placed by Blue Line Media for Santa Clara Dept of Public Health's Better World Advertising, has hit the streets in a big way: the ads are on coffee sleeves, gas station pumps, convenience store windows and check-cashing envelopes (i.e., cash jackets).
The ads inform coffee drinkers and others that lung function improves up to 30% after three cigarette-free months.
Each ad format was selected to reach a certain demographic:
The bus ads are especially helpful in areas of the city where other outdoor advertising formats, such as billboards, do not exist:
The ads are also printed in three languages (English, Spanish and Vietnamese), each of which is distributed in the respective geographic area where the language is predominant. To illustrate, Spanish-language coffee sleeve ads are distributed in Latino-area coffee shops. Similar targeting techniques are used for the other languages and ad formats.