TOBACCO USE: IT'S A PERSONAL FOUL
Studies indicate that one in three smokers started before the age of 14. As kids transition from childhood into their teen years, they become more susceptible to social pressures as it relates to peer acceptance and personal appearance. In many cases this leads to tobacco use. It was important to ADHS to target these 9 to 13 year-olds - or tweens - of all demographic profiles with a message that would resonate with them about the seriousness of tabacco's dangers without losing the sense og positive, youthful exuberance. The vehicle would be ADHS's existing relationship with Arizona's professional and college sports teams, beginning with The Phoenix Suns.
With all this in mind this campaign was developed with a message, music and energy that speaks directly to tweens, yet carries significant elements that translate to older groups as well
The result: Tobacco Use: It's a Personal Foul.
The "Tobacco Use: It's a Personal Foul" sums up the message that ADHS wants to communicate to youth (tastes foul, smells foul, makes youfeel foul), while referencing basketball terminology. The concept will also be translated to other sports easily, with minor revisions.
Once the tagline was created, the message "smells foul, tastes foul, makes you feel foul too" was developed in a rhythmic way that lent itself to a song and dance. The n enlisted the assistance of a professional musician to create the tune for the campaign jingle, as well as The Suns Dancers choreographer to produce the dance. The music needed to be a catchy and contemporary, with an urban tone that spoke to the target demographic, while the dance had to incorporate simple movements that communicated the "be tobacco free" message.
A mixture of urban culture, bold warning signs and huge gorilla graphics combine around the message "Tobacco Use: It's a Personal Foul," The result is energy, enthusiasm and clear communication of a message that speaks directly to the target demographic.
Upon entering the Quad area from either side or the Jackson Street areana entrance, people will be greeted by vibrant signage declared on the floor, declaring the area a "Tobacco Free Zone.' The entire Quad will be adorned with construction zone style caution markings that will run around the floor of the perimeter of the Quad, as well as the overhangs and edges of the ceiling, which add energy ad additional stimulation to the atmosphere.