Oklahoma Tobacco Settlement Endowment Trust
Although the settlement with Big Tobacco banned the use of cartoon characters and most forms of outdoor advertising to promote cigarettes, it aimed to force the industry to stop targeting youth altogether. However, Big Tobacco is known to take advantage of every loophole they can find. Tobacco companies utilize a variety of half-truths and tricks to mislead consumers, spending an estimated $150 million each year to market their deadly products in Oklahoma alone. These manipulative tactics initiate over half a million new smokers each year and result in thousands of Oklahomans’ deaths.
Although the settlement with Big Tobacco banned the use of cartoon characters and most forms of outdoor advertising to promote cigarettes, it aimed to force the industry to stop targeting youth altogether. However, Big Tobacco is known to take advantage of every loophole they can find. Tobacco companies utilize a variety of half-truths and tricks to mislead consumers, spending an estimated $150 million each year to market their deadly products in Oklahoma alone. These manipulative tactics initiate over half a million new smokers each year and result in thousands of Oklahomans’ deaths.
Big Tobacco has a long history of doing whatever it takes to addict more customers and make the maximum profit. This sparked the idea behind our statewide campaign, “Shapeshifter,” which we produced for TSWM. By personifying Big Tobacco as a shapeshifting character, the campaign exposes the industry’s lies and depicts a uniquely jarring perspective of the strategies they use to lure Oklahomans into a lifetime of addiction.
Throughout the series of videos, Big Tobacco takes on the form of everyday Oklahomans, including teens, Black Americans, low-income community residents and women, among others. Because these disturbing activities take place in plain sight, viewers are able to visualize the outrageous ways Big Tobacco’s deadly schemes have infiltrated and addicted the masses.
Big Tobacco has a long history of doing whatever it takes to addict more customers and make the maximum profit. This sparked the idea behind our statewide campaign, “Shapeshifter,” which we produced for TSWM. By personifying Big Tobacco as a shapeshifting character, the campaign exposes the industry’s lies and depicts a uniquely jarring perspective of the strategies they use to lure Oklahomans into a lifetime of addiction.
Throughout the series of videos, Big Tobacco takes on the form of everyday Oklahomans, including teens, Black Americans, low-income community residents and women, among others. Because these disturbing activities take place in plain sight, viewers are able to visualize the outrageous ways Big Tobacco’s deadly schemes have infiltrated and addicted the masses.
“Shapeshifter” made its way through Oklahoma via various marketing channels, including TV, cable, radio, digital platforms, social media, billboards and cinema. In addition, the TSWM brand implemented a broad range of PR and partnership strategies to amplify its reach. Over a span of three weeks, the campaign utilized traditional media alongside a month-long digital and social media push. Ads were reinforced by interactive and informative landing pages on TSWM’s website, which focused on different areas of the industry’s manipulation, showcasing their lies and educating audiences on their ploys. In the many flights since its launch, “Shapeshifter” has continued to reach audiences across Oklahoma and consistently exceed its KPIs, prompting the development of new broadcast and digital cuts.
“Shapeshifter” made its way through Oklahoma via various marketing channels, including TV, cable, radio, digital platforms, social media, billboards and cinema. In addition, the TSWM brand implemented a broad range of PR and partnership strategies to amplify its reach. Over a span of three weeks, the campaign utilized traditional media alongside a month-long digital and social media push. Ads were reinforced by interactive and informative landing pages on TSWM’s website, which focused on different areas of the industry’s manipulation, showcasing their lies and educating audiences on their ploys. In the many flights since its launch, “Shapeshifter” has continued to reach audiences across Oklahoma and consistently exceed its KPIs, prompting the development of new broadcast and digital cuts.
The “Shapeshifter” campaign’s combined efforts have achieved impressive results. Within its first 100 days of its launch, social and digital videos accumulated 6.1 million views with a 42% view rate, and its corresponding landing pages amassed 84,602 visits with an average session duration of 1 minute and 21 seconds. Promoted posts saw a 10.5% engagement rate, which surpassed the KPI by 31.5%.
Educating Oklahomans on the tobacco industry’s deception is an essential step in creating a tobacco-free state, and this campaign’s influence continues to make strides toward this important goal. Over the last 15 years of our partnership with TSET, Oklahoma’s adult smoking prevalence has dropped from 29% to 15%, moving our state’s national ranking from 48th to 37th — the most impressive achievement of all.
The “Shapeshifter” campaign’s combined efforts have achieved impressive results. Within its first 100 days of its launch, social and digital videos accumulated 6.1 million views with a 42% view rate, and its corresponding landing pages amassed 84,602 visits with an average session duration of 1 minute and 21 seconds. Promoted posts saw a 10.5% engagement rate, which surpassed the KPI by 31.5%.
Educating Oklahomans on the tobacco industry’s deception is an essential step in creating a tobacco-free state, and this campaign’s influence continues to make strides toward this important goal. Over the last 15 years of our partnership with TSET, Oklahoma’s adult smoking prevalence has dropped from 29% to 15%, moving our state’s national ranking from 48th to 37th — the most impressive achievement of all.
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Oklahoma Highway Safety Office
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