For Immediate Release
MORE THAN 1,500 TEENS TO STAR IN NEW 'NO STANK YOU'
ANTI-TOBACCO CAMPAIGN BY WONGDOODY
Innovative "Mob Motion" Animation Enables New Level of Audience Participation
SEATTLE - Sept. 29, 2008 - Marketing ideas agency WONGDOODY today kicked off its newest "No Stank You" tobacco prevention campaign for the Washington State Department of Health. Aimed at teens age 12 to 17, "No Stank You" consists of a tightly integrated TV and Web strategy to get kids actively involved in the fight against tobacco use.
Teen participation in Washington's youth tobacco prevention effort has grown steadily since WONGDOODY launched the "No Stank You" effort in 2006, with more than 100,000 teens joining the "No Stank You" online community and swearing off tobacco in the last year alone. With the success of the effort to date, WONGDOODY is seeking to set the standard for national programs with this new initiative to have teens themselves evangelize the anti-tobacco message.
The campaign engages its notoriously hard-to-reach, hard-to-convince target audience on a deeper, more participative level than ever before by letting teens - more than 1,500 of them - literally be the message. A new form of capturing user-generated images, dubbed "Mob Motion," enables WONGDOODY to feature hundreds of teens in each :30 TV commercial. A total of eight different TV spots will air throughout the campaign's 11-month period.
Unlike traditional stop-motion animation, "Mob Motion" combines still images of hundreds of different individuals to create one living, moving image, similar to a flip book. Each "No Stank You" TV spot features hundreds of photos of real kids, all wearing trendy "No Stank You"-branded t-shirts and communicating the health and social risks of tobacco use in a funny, eye-catching way.
"Anti-tobacco messages are typically from authoritative figures such as schools or parents, and kids tend to be skeptical of them or ignore them altogether," said Tracy Wong, WONGDOODY chairman and executive creative director. "With 'No Stank You,' the kids are doing all the talking. We are bringing Washington teens together to collectively declare, in their own words and using their own images, that it's cool not to use tobacco."
To get a "No Stank You" tee and be considered for a TV spot, teens participate by going to the newly redesigned Web site (at www.NoStankYou.com) and joining the Mob. The Mob is an online community where members get points by spreading the anti-tobacco message, such as adding a "No Stank You" Web banner to a personal site or referring a friend. Each activity is worth one point; three points earn a free tee. Kids can then upload photos of themselves wearing their "No Stank You" tees and in specific poses that are needed for upcoming TV commercials.
Additional campaign components include radio ads and event promotions. "No Stank You" street teams will be present at several events throughout the state, giving away free "No Stank You" tees and taking photos of teens onsite for consideration for the commercials.
About WONGDOODY
WONGDOODY is an independently owned full-service marketing ideas agency with offices in Seattle and Los Angeles. Clients include Alaska Airlines, Alpine Electronics, Autodesk,
T-Mobile and the Washington State Department of Health. WONGDOODY has 160 employees and $180 million in billings. For more information visit www.wongdoody.com.
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Media Contacts:
Connie Sung
WONGDOODY
(310) 280-7963
Tim Church
State Department of Health - Office of Communications
(360) 236-4077
timothy.church@doh.wa.gov
CAMPAIGN CREDITS
Client: Washington State Department of Health
Campaign Title: "No Stank You"
AGENCY
WONGDOODY
Executive Creative Director: Tracy Wong
Creative Director: Matt McCain
Art Directors: Jason Fong, Tony Zimney
Copywriter: George Mollas
Production: Lonnie Elliot, Dax Estorninos, Stacy McCann
Interactive Director: Steve Karr
Interactive Designer: Beau Collins
Account Management: Brianna Babb, Annette Wilder
POST-PRODUCTION, PHOTOGRAPHY
Digital Kitchen
Head of Creative/Executive Producer: Mark Bashore
Executive Creative Director: Matt Mulder
Creative Directors: Colin Day, John Foreman
Producer: Chezik Walker
Designers: John Foreman, Wil Frohn, Jayne Vidheecharoen, Nancy Zamierowski
Animators: Wil Frohn, Ryan Gagnier, Lee Grambush, Tim Howe, Jayne Vidheecharoen, Nancy Zamierowski
Compositor: Jance Allen
Editor: Brian Cole
Photography: Morgan Henry, Kevin Smith
Music: Mark Walk
Intern: Olin Padilla
EVENT MARKETING
Neverstop
Account Executive: Brianna McDougal
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