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| Dewey Caruthers
Dewey Caruthers is a senior-level strategist with more than 20 years experience. His focus for more than 10 years has been on creating social marketing campaigns to address two of the most pressing health epidemics of our time: Childhood obesity and teen tobacco use. Dewey's teen tobacco prevention and childhood obesity prevention campaigns are among the nation's most successful in addressing these health epidemics.
He is considered a national expert on teen tobacco prevention. He worked on the national 'truth' campaign, and has worked on several state campaigns, like Minnesota and West Virginia.
Dewey was the chief strategist on the West Virginia 'Raze' campaign, which reduced teen tobacco use by 32.5% in three years, making it the second most effective state campaign in the more than 40 year history of teen tobacco prevention efforts. Also, the 'Raze' campaign reduced smokeless tobacco use among teenage boys by 38%, the most successful reduction in teen smokeless tobacco use ever. Additionally, in the three years Dewey was involved with the 'Raze' campaign, the tobacco industry doubled its advertising in the state from $35 million to $70 million.
Dewey applied best practices from teen tobacco prevention to childhood obesity prevention, creating two counter-marketing campaigns (Big Fat Industries and Couch Potato Companies) and a grassroots, peer-to-peer campaign for 4th and 5th graders (Kidz Bite Back). The Kidz Bite Back campaign started as a pilot program in South Florida (Broward and Palm Beach Counties). A formal evaluation deemed it effective at changing opinions, attitudes and behavior regarding improved nutrition and increased activity, as well as increasing negative perceptions of the fast food, soft drink and junk food industries. For more information on campaign evaluations, please visit www.deweyandassociates.com/obesity.
Prior to founding d&a, Dewey was the number two executive at Take Stock in Children, Florida's highly successful and innovative college scholarship and mentoring program for low-income youth. Additionally, Dewey has been a vice president at two of Florida's largest independent public relations firms: Tucker/Hall of Tampa, Orlando and Tallahassee; and The Nixon Group of Miami (now Gole & Harris). As a senior-level strategist, he managed national, regional and state accounts. He also served as the State Director of Marketing, Public Relations and Public Affairs for the American Heart Association in Florida.
He recently completed the Certification in Process Management from the University of Florida; he has a Master's Degree in Organizational Management from the University of Phoenix, and a Bachelor's Degree in Journalism from Thomas A. Edison State College.
Dewey is 44-years-old and has lived in Florida for the past 18 years. He is married with a four-year-old daughter named Violet, and a one-year-old daughter named Scarlet. They also have an obese, ill-tempered cat named Zu Zu Petals.
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