Morgan + Company

Blowing Away the Previous Year’s Results for Let’s Be Totally Clear 2010 - 2011

The Louisiana Campaign for Tobacco-Free Living doesn’t measure their success in units sold, but rather lives saved from the damage of second-hand smoke. From 2010 to 2011, we engineered an online advocacy campaign to rally public support around laws that would ban smoking in Louisiana casinos, bars, and music venues.

By utilizing expandable rich media ad units we were able to serve compelling mini-documentaries featuring some of the people most affected by second-hand smoke in these venues: bartenders, waitresses, casino employees, and of course, musicians. We generated almost 500,000 views of the mini-documentaries and an additional 134,000 visits to the brand’s website. But most importantly we raised awareness from a rather low 28% to a tide-turning 74% among Louisiana residents.

In 2011, we built upon the success of the dynamic rich media ad units by collecting data on which bars and venues Louisianians would most like to see become smoke free. With over 1,500 votes, and 1,000 online petition signers, Louisiana residents let their voices be heard.

It is clear that the groundswell is emerging as the Let’s Be Totally Clear Facebook page fans tripled from 2,552 to 8,750 since the beginning of the online campaign…and continues to grow daily.

We may not be able to measure the lives saved from this campaign, but with over 100 Louisiana bars and music venues smoke-free by mid-campaign, and several cities across the state pushing their own measures to ban smoking in local bars and clubs, it is totally clear the foundation for swaying public opinion has been laid.

Our digital efforts were rewarded with a 2011 Bronze Pollie Award for Best Statewide Public Affairs Online Advertising Campaign.