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“Wake Up” – An Award-Winning Campaign By Duncan Channon

D/C’s campaign for the California Tobacco Control Program, “Wake Up”, wins the North American Effie!

Already honored as Best in Show at the AdAge/Modern Healthcare awards, D/C’s “Wake Up” campaign kept its roll going in New York Thursday night, snaring silver at the 2016 Effies, the pre-eminent industry award for marketing that drives measurable success.

The latest honor comes on the heels of a big win last month in the BIG Star Awards, presented by the San Francisco Bay Area Innovation Group, which named “Wake Up” Campaign of the Year, as well as recognition for the StillBlowingSmoke.org website at the tenth annual Pixel Awards.

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Duncan Channon’s Wake Up Campaign

Introduced last summer, for the California Tobacco Control Program,“Wake Up” was the first major campaign in the nation to target the surging use of e-cigarettes, especially among young adults, and has helped spur debate and legislative action across the country. The campaign’s next installment has just launched.

With strategy and media planned and purchased by D/C, the campaign sought out e-cig users, and the people who care about them, wherever they gather. That indicated a major TV buy, as well as a substantial presence at targeted outdoor locations, with both billboards and wild postings.

To better tie the call-to-action to the advertising’s overall look-and-feel, D/C also created a extensive landing page that offered dramatic images, engaging navigation and information about, among other things, the extremely dubious ingredients one might find in the average e-cigarette.

Here’s a glimpse of the award-winning campaign:


About Duncan Channon

Duncan/Channon is an award-winning ad agency that specializes in relaunching brands, that among their stellar capabilities are strategy, identity, advertising, design, UX and a lot more.

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