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| Challenge: |
Develop identity for youth tobacco cessation program that appeals to teens with a unique, provocative look, to be used in a variety of applications.
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| Solution: |
The creation of a new mascot named Stinky Lee, an adolescent cartoon character whose life has taken a turn for the worse since he began using tobacco.
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| Implementation: |
A strategic marketing plan employing the Stinky Lee character in direct mail, brochures, posters, interactive scratch and sniff cards, incentive premium items, and a student geared website to convey the tenets of the E.N.D. (end nicotine dependence) program.
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| Results: |
Based on initial positive response to Stinky Lee, the Caron Foundation trademarked the Stinky Lee image, and Philip Morris Foundation committed a multi year grant to roll out the Stinky Lee strategic marketing plan in public and private schools across the country. |
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