Company size
3000
Industry
Healthcare
Region
USA
Website
https://www.nj.gov/health/
Going toe-to-toe with big tobacco
Reaching Everyone By Exposing Lies (REBEL) was an anti-tobacco program for teens in New Jersey. By 2007, New Jersey REBEL had chapters in all 21 counties and in 76 New Jersey high schools. Each chapter had a youth coordinator (school adviser in school groups) who helped in using resources to aid with the group's plans and events. A solution needed not only to reach teens where they live, but also to move them in the face of powerful forces.
Case Study Highlights
Challenges
A $10.5 billion foe
Tobacco companies relentlessly target teens and children. They even refer to them as “replacement smokers” for dying customers. And it works. Eighty percent of smokers begin using tobacco before age 18. In New Jersey, 19,700 teens were becoming daily smokers every year. Research showed that teens are strongly resistant to anti-smoking messages. In fact, traditional anti-smoking messages were making them more inclined to smoke. The one exception is anti-smoking messages delivered by their friends, their peers.
Solutions
Grunge, wit, and facts
Square360 developed a grungy and energetic online aesthetic for REBEL. It highlighted a strong peer-to-peer message featuring teen tour guides, Ben and Christie. The wise-cracking duo spoke directly to their fellow students telling them where to go on the site and how to get involved. Teens then had the opportunity to engage directly through student-led blogs and crowd-sourced ranking for smoking facts. Or they could just be entertained with anti-smoking parodies.
Another novel recruiting method for the movement was a feature to send custom voicemails from New Jersey celebrities. Funny and unconventional, we disseminated facts to other youth while generating buzz and interest.
Results
A model for success
Traffic for the new REBEL website tripled, with over 34,000 page views in only the first three months. More importantly, the number of smokers decreased by 10% in the eight years of New Jersey's anti-tobacco programming.
See the full campaign on our partner's website at https://square360.com/work/new-jersey-department-health
Going toe-to-toe with big tobacco
Traffic for the new REBEL website tripled, with over 34,000-page views in only the first three months. More important, the number of smokers decreased 10% in the eight years of New Jersey anti-tobacco programming.
Although funding for all New Jersey anti-smoking initiatives was discontinued, REBEL remains a model concept for schools across the country. Individual schools continue to self-fund REBEL and REBEL2 programs for high school and middle school children to fight back against Big Tobacco.
Real-world Successes
Many can have technology "head" knowledge, but the Konabos team has the unique advantage of seeing your business goals and, using technology, translating that into real world successes. Best people, real world wins, all in modest budgets. It's an easy decision to make.
~ Joel - Owner - Windward Digital Media
True Partners in Every Sense
Konabos is not a vendor. They are a partner. In our partnership, there is a genuine concern for the individuals and our organization at American Bath Group.
Akshay and his team at Konabos have been instrumental in helping support and advance our digital platform. More importantly, they listen to what direction we want to go and offer options and solutions to us. They are true partners in every sense, and we're thankful for them.
~ Michael - Director of Marketing
Honest and Trustworthy
Konabos is like an extension of ABG's team. They are honest and trustworthy in highlighting ways we can better utilize our resources to save money.
~ Marc - CMS Systems Admin
Real-world Successes
Many can have technology "head" knowledge, but the Konabos team has the unique advantage of seeing your business goals and, using technology, translating that into real world successes. Best people, real world wins, all in modest budgets. It's an easy decision to make.
~ Joel - Owner - Windward Digital Media
True Partners in Every Sense
Konabos is not a vendor. They are a partner. In our partnership, there is a genuine concern for the individuals and our organization at American Bath Group.
Akshay and his team at Konabos have been instrumental in helping support and advance our digital platform. More importantly, they listen to what direction we want to go and offer options and solutions to us. They are true partners in every sense, and we're thankful for them.
~ Michael - Director of Marketing
