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Celebrating 30 years of creative advertising: #10: Michigan Department of Community Health: Kids Anti-Smoking Campaign

Laura Pryor's picture

In the late 1980s, the “Joe Camel” controversy made it all too clear that the tobacco industry was targeting kids as their future customers.  Ads for Camel cigarettes featured a hip cartoon camel, puffing away, often captioned with the line, “Smooth Character.”  The Michigan Department of Community Health asked Brogan to create anti-smoking advertising targeted to kids that would fight the “smoking is cool” message the tobacco companies were sending. 

Research showed us that kids and teens were not concerned with their future health (or lack of it); just as Joe Camel knew, kids wanted to fit in, look good, and get dates.   So our campaign focused on consequences more dire to kids than cancer--bad breath and social ostracism.  A TV spot gave them the bad news: no matter how much you primp, you can’t get rid of smokers’ breath.

A companion poster drove the message home.  And another poster featuring a giant pair of lips, brimming with cigarette butts, posed the question:  How about a big kiss?

Yuck.  That was the reaction from kids statewide.  Which was just what we were hoping for.

What was your favorite anti-smoking ad?  Did an ad ever influence you to kick the habit?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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Boost consumer trust by adding user generated content to Social Media.

Ashley Harrell's picture

Is your content not working hard enough? Consider adding User Generated Content (UGC).  When you use UGC, you save time in content creation and boost your brand’s credibility, which helps increases consumer confidence and interest.

UGC takes many forms, whether video, copy, contesting, blogs, vlogs, photos or other.  But the source is always the same—users, i.e. customers, clients, patients and the like.

A recent Ipsos study reveals that Millennials, the largest emerging group of consumers, find UGC to be 50 percent more trusted than other content and to be 20 percent  more influential when it comes to purchasing. In fact, many consumers are more likely to make a purchase after seeing a peer review rather than a professional review.

UGC can be just the push you need to get closer with your consumers and fans. However, the key to UGC success is using the proper platform for your brand. Which platform should you use? Which platforms are performing well for other brands? Read on.

Facebook

Medtronic Diabetes encourages users of their product and patients to share their story in an inspiring and well-executed Facebook campaign. This led to creating a blog, The Loop, dedicated to sharing stories and helpful patient information.

Twitter

In their 2011 campaign, Chobani released outdoor ads with “Real Love Stories” from fan tweets. The UGC campaign earned high engagement and gained even more consumer love.

Source

Wendy’s recently took a similar approach in their #PretzelLoveSongs campaign, welcoming their beloved pretzel buns back with fan tweets turned into catchy, clever ads.

 

Instagram

GoPro makes the World’s Most Versatile Camera. How do we know? Gobs of UGC illustrating its versatility. They used Instagram for the campaign, the perfect choice for extreme GoPro photos like this one posted by a fearless user.

Pinterest

Sephora encourages UGC through their Makeup of the Day and Nailspotting boards on Pinterest. Here, they feature a make-up look uploaded by fans to Sephora.com.

Video Ads

Target revealed real moments of students getting college acceptance letters in their “Scholarship” spot. The ad evoked a strong emotional connection with audiences with USC videos generated by students.

 

UGC is an effective and fun way to show your consumers a little extra love on your social media platforms. There are many creative ways you can integrate it into your current plan, and the return is great. How will you use UGC? 

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The weekly recap - July 14, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #9 MDCH Smoking Cessation: Women
In the 90s, Brogan used research to effectively advertise to smokers for the Michigan Department of Community Health smoking Quitline campaign.

20 Stunning Inbound Marketing Statistics
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Follow these tips to make your content more sharable.

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How to Use Google Analytics Audience Data to Improve Your Marketing
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8 Apps to Make Social Media Management Easier: #1: Pages.

Kaitlynn Knopp's picture

If you’re managing a Facebook page for one organization, you’ll likely find that the official Facebook app will serve you well. But, if you’re managing more than one page—be it two or 20—you may want something more. You may want the free Pages app.

The Pages app allows you to toggle between all of the Facebook pages you manage. You’re able to post content, share content, like, comment, message and view your page’s notifications.

Do you need to check which posts you have scheduled? That’s not a problem with Pages. You can also schedule new posts to go out to your fans at a later time or date. You can even view a snippet of your page’s insights, which can come in handy when you’re on-the-go. It makes social media management a breeze!

Which one of Pages’ features will help you manage your Facebook pages?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #9 MDCH Smoking Cessation: Women

Bonnie Folster's picture

Smoking stinks! No kidding. Smoking causes heart attacks, strokes, lung cancer, mouth cancers and a lot of other bad things. You’d think if you just told people that smoking will kill you or disfigure you, that would do it.

No. You can’t scare most people into quitting. Most smokers know it’s not good for you.

In the 90s, our clients at the Michigan Department of Community Health committed significant time and money to stopping what was then the number one health risk for people in Michigan. Research pointed us in productive directions. People were afraid they couldn’t quit. Women didn’t like it if it made them smell or look bad. People were motivated when their smoking was going to hurt family. We created messages that resonated with both genders, audiences of a variety of ages and diverse cultural groups.

Radio, TV, print, posters, outdoor messages made the phone to the Quitline—a hotline to help smokers get what they needed to successfully quit—ring beyond expectations. And the work, we are equally proud to say, kicked butt at award shows nationally and internationally.

Which of these anti-smoking ads gets you fired up?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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Celebrating 30 years of creative advertising: #8 Chevrolet.

Laurie Hix's picture

Men and women shop differently. They have different needs and priorities driving them. In the mid 1980’s, Chevrolet was beginning to see more and more women buying cars. So they hired Brogan as the only marketing to women ad agency in Detroit to grease the wheels and to accelerate sales to this critical audience. We created a campaign to educate the 5,000 Chevy dealers across the country and their 100,000 retail sales and service staff on how to understand and sell to female consumers. Our “Sign of the Times” brochure was ahead of its time. It educated dealers about this important, growing and lucrative market and helped them sell more effectively to them. We also created materials to educate women on the process of buying a car so they could feel like they were behind the wheel throughout the purchase, not just the test drive. The results of the campaign was a dramatic shift: Chevrolet sold more cars to women, several Chevrolet dealers and associations instituted programs to attract women car buyers and Chevrolet hired and promoted more women to lead this initiative.

This campaign marked the first of many marketing to women campaigns for Brogan over our history. It not only pushed the pedal to the metal for Chevrolet, it shifted cultural attitudes. To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - July 7, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #7 D.O.C.
Brogan & Partners paired celebrity endorsements with outrageous designer frames in the 1988 D.O.C. Optique campaign. 

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How to Use Tumblr for Business
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Pinterest Makes It Easier to Follow E-commerce Brands
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Clever social marketing campaign proves the medium is (still) the message.

Lori Bahnmueller's picture

The medium is the message.

It’s as true today as it was in 1964 when Marshall McLuhan coined the term in his book “The Medium is the Massage.” According to McLuhan, the channel in which people consumed media often trumped even the message itself.

Regardless of the quality of message, if deployed across the wrong channel, it can become skewed, misunderstood or lost altogether.

It’s why Red Bull leans heavily on social media and experiences, and lightly on TV. (Red Bull gives you wings is best articulated by extreme feats captured on helmet cams and served via YouTube.) It’s why Trader Joe’s mails its Fearless Flyers rather than emails. (It’s welcomed into your home, tactile and fun, nurturing the personal brand relationship.) It’s why billboards will eternally be part of the fast food media mix. (Billboard = I can smell the fries from my car.)

And it’s why Dr. Ronald Victor, director of Cedars-Sinai Center for Hypertension in Los Angeles, is partnering with barbershops to improve the health of black men.

If Mohammed won’t come to the mountain

Victor recently received an $8.5 million grant from the National Institutes of Health to fund a study testing whether barbershop medicine could significantly lessen hypertension in African-American men.  

Largely because of hypertension-related problems, African American men are expected to live to age 69—ten years less than white men. The study will involve getting barbers around the city trained to take their patients' blood pressure.

Barbershops are a central part of the African American male narrative in the United States, according to blackamericanweb.com. Men may visit the doctor’s office once a year, while they’re likely to visit their barber at least six times as often.

"The idea is, instead of starting out by asking patients, as usual, to come in to the hallowed halls of medicine, we're bringing medicine to the people who need it," Victor told NPR.

The barber is the message. He’s respected, trusted and frequented. It’s a personal relationship that can carry a heavy message like preventing heart disease.

In the chaos of media today, nontraditional marketing is fast gaining utility. Brogan & Partners regularly employs nontraditional channels to meet consumers where they are most susceptible to messages. That may be a bar, car, bus stop, laptop, cell phone, home or someplace altogether different. Often it’s a combination thereof. Always, we take the path that leads us to the consumer.

We have to go to Mohammed.

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Celebrating 30 years of creative advertising: #7 D.O.C.

Marcie Brogan's picture

In 1988 D.O.C.then a large independent optical retailer run by Richard Goldenopened a specialty boutique featuring designer eyewear. Optique had a limited number of stores and an equally limited budget. AHA! thought RichardBrogan Kabot!
 
AHA! thought Marcie and Annacelebrity endorsements. But celebrities we did not have to pay for, those considered in the public domain. So we paired together an outrageous designer frame, an unlikely “spokesperson” and a headshaker of a pun.

GLASSESNOST with Russian Premier Mikail Gorbachev and chunky red frames was our debut of this series of print ads. Followed, of course, by SUNGLASSESNOST.
 

We found a lot of fodder in the British royals; we featured a couple of local celebsBill Bonds and Jerry Greenwald; we got a cease and desist order from Ollie North; we did a serious nod to Nelson Mandela. But mostly we and D.O.C. got kudos and creative awards and attentionlike making the front cover of Advertising Age. Most importantly, the boutiques thrived and built a brand as a cool place to get funky and fashionable glasses.

Which celebrity would you have liked to see us use in this campaign? To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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8 Apps to Make Social Media Management Easier.

Kaitlynn Knopp's picture

As a community manager at Brogan & Partners, I’m interacting on different social media channels on a minute by minute basis, and I wouldn’t have it any other way. But as anyone who works in social media knows, it’s not always the easiest job. There’s content to create, pages to manage, comments to reply to, news feeds to keep up with, followers to retain and gain and metrics to report upon. Some days, it’s enough to make your head spin!

If you’re doing all of that and more, this blog series full of tips and tricks is for you. Here are 8 apps I've used to make social media management easier.

  1. Pages
  2. Later
  3. Bitly
  4. Wi-Fi Finder
  5. Tweet A Day
  6. Tweegram
  7. TextonPS
  8. PhotoGrid

If you have any apps to add to this list, leave me a comment, and I will check them out.

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Celebrating 30 years of creative advertising: #6: Michigan Department of Community Health: AIDS Campaign.

Marcie Brogan's picture

In 1988, AIDS was a mysterious, terrifying and fatal disease.  Misinformation and paranoia about AIDS was spreading faster than the disease itself. To help prevent the disease and get the real facts to the public, the State of Michigan put out an RFP for a $1 million AIDS prevention campaign—a brave and farsighted move by Governor Jim Blanchard and marketing program managers Jean Chabut and Jan Ruff.     

Virtually every ad agency in Michigan was in the hunt for the groundbreaking assignment. Reporter Rick Ratliff from the Detroit Free Press chose to follow Brogan Kabot in our quest, sitting in on brainstorming sessions, writing about our preparation process and even attending the pitch itself. 

Amazingly, our tiny shop won the contract against giants like J. Walter Thompson, and we made the cover of the Free Press Sunday Magazine.

Our first goal:  mitigate fear and ignorance of the disease and its sufferers. We created print ads that clarified what AIDS is and how it is transmitted. And we developed an empathetic TV spot featuring an actual AIDS patient and his partner, to humanize the face of AIDS for Michigan viewers. 

Over the next several years, we used research and focus groups to develop compelling messages to teens, prostitutes, gay men, sex partners of heterosexual and gay men, and Hispanic and African American populations. Our approach varied:  we used empathy, concern for family and out-and-out scare tactics.

We even used humor... and advertising on urinal mats. 

The campaign got thousands of at-risk individuals into state testing facilities, helped change attitudes towards AIDS and its patients and was featured by the national Centers for Disease Control as a successful model.  Brogan Kabot received a shelf full of awards for the campaign. But most importantly, we had the opportunity to use our marketing skills to do good, make a difference and actually save lives. How many advertisers can say that?

Tell us about your favorite do-good advertising, and to see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - June 30, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

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