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d&a's social marketing practice focuses on measurably changing opinions, attitudes, behaviors
and cultures.
Many campaigns bring awareness to an issue, but fail to achieve meaningful and measurable behavioral or cultural change. It is the difference between reaching teens with a campaign message about not smoking cigarettes, and actually getting them not to start or to stop. It is the difference between telling kids to eat better, and actually getting them to consume less fast food, soft drinks and junk food and eat more fruits and vegetables.
d&a has a proven background (cultural studies available upon request)
in producing measurable behavior change with two of the most pressing
health epidemics of our time: Childhood Obesity, and Teen Tobacco(case studies available upon request).
For a complete portfolio of d&a childhood obesity prevention campaigns, please visit our mini site. Go there now >>
Dewey 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.
The West Virginia "Raze" campaign reduced teen tobacco use by 32.5%
in three years - a result that has been recognized by the Centers
for Disease Control as the second best in the nation; and by the
Public Relations Society of America with a PRSA Bronze Anvil, a
national award. 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.
d&a's role -- the chief strategiest / social marketing role -- was
to develop the social marketing plan, oversee implementation,
and lead key aspects of the campaign, such as the crafting a new
brand from scratch, and creating a statewide grassroots organization
in less than six months.
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