California Tobacco Control Program
Allison+Partners led the PR efforts to support the launch of the Healthy Stores Healthy Community campaign, one of the most ambitious and important initiatives for the California Tobacco Control Program in years. This ten-year campaign debuted with the release of a first-of-its kind survey examining the availability, accessibility and promotion of tobacco, alcohol and junk food products to youth in stores.
Leading up to the launch, Allison+Partners helped analyze and frame the data for media consumption, provided strategic advice on messaging and positioning, developed materials, and conducted numerous regional media trainings throughout California for more than 250 local health officers, county employees, volunteers and youth. Our team also developed a microsite and 61 individual data sheets in English and Spanish, trained and prepared spokespeople, conducted outreach to all 58 California counties, and assisted in coordinating 13 simultaneous press events statewide.
The launch was a huge success, generating 43 million media impressions from over 250 pieces of online, print, television and radio coverage in four languages. Federal, state and local policymakers also praised CTCP for demonstrating leadership and bringing important attention to the retail environment and its impact on youth.
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