From 2009 to 2014, we provided strategic guidance and campaign oversight for the largest government-run public service campaign in Hawaii.
SM Hawaii was directly responsible for recruitment of a variety of vendors through an RFP process and a budget that exceeded $1.5 million dollars. The campaign would encompass tv, radio, digital, social media, out-of-home, and other types of paid and earned media. The campaign would go on to earn a variety of local media awards.
In addition to overseeing the market research, advertisement production, and evaluation of the Hawaii Tobacco Quitline, we also oversaw all the same elements for Clear The Smoke, the tobacco prevention sister campaign.
Through our direct involvement, the Quitline saw an over 200% increase in participants in the first year alone.