Tobacco-free living

Campaign Overview

Since 2022, the Spears Group has partnered with the Louisiana Campaign for Tobacco-Free Living (TFL) to elevate the visibility and impact of its statewide tobacco prevention initiatives. Gone are the days of gory, in-your-face imagery. It just doesn’t work. Smokers know they need to quit–why do we continue to shame them? Our idea was to approach cessation from a tale of personal stories. Our priority audiences were focused on African Americans, the LGBTQ+ community, and rural Louisiana. We needed to connect with each other while underscoring the importance of being tobacco-free. Through a dynamic mix of earned and paid media, we amplified key moments like World No Tobacco Day, Take Down Tobacco Day, the Shreveport LGBTQ+ Youth Summit, and the 10th Anniversary of New Orleans’ Smoke-Free Ordinance, among others.