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d&a’s social marketing work is nationally innovative and specializes in behavior and culture change in public health, focusing on the nation’s leading causes of preventable death - obesity and tobacco.
d&a also is a national innovator of counter-marketing in tobacco and obesity. d&a constantly studies counter-marketing in tobacco and obesity, watching as the counter-marketing edge and effectiveness in tobacco has diminished, while being the national pioneer of counter-marketing in obesity.
d&a has created three of the nation’s most successful campaigns in tobacco and obesity.
 In tobacco, d&a helped create the West Virginia Raze campaign – one of the most successful state campaigns in the history of teen tobacco prevention.
View Case Study >>
View TV Ads for Raze >>
 In obesity, d&a – working with its associates -- crafted Kidz Bite Back – a kid-created, kid-led, kid-spread movement among 4th and 5th graders in Florida.
View Case Study >>
View Video for Kidz Bite Back >>
 In obesity, d&a – working with its associates – developed Parents Step Up / Familias en Marcha – the nation’s only parental responsibility and accountability campaign, which was bilingual.
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View English/Spanish TV Ads >>
d&a has worked with the following public and private entities in its obesity and tobacco work that has been evaluated as effective:
- State health agencies
- County health departments
- National foundations, state foundations, local foundations
- Hospitals
- Children’s hospitals
- Governors and Governor’s offices
- Community leaders of disproportionate minorities
- Business leaders with a passion for the issue(s)
Common elements of d&a social marketing campaigns in obesity and tobacco include:
- Counter-Marketing / Counter-Advertising
- Grassroots Movements
- Parental Responsibility and Accountability
- Denormalization
- Social Marketing Research: Exploratory and Testing
Case Studies
All three case studies involve d&a conducting extensive, front-end social marketing research – primary and secondary – to craft a social marketing approach and strategy, develop creative direction from a social marketing perspective, and to create themes and messages. All of which was tested in focus groups for refinement before going to the expense and hard work of producing creative, public relations materials, and Internet communications.
Click here for case study #1
Click here for case study #2
Click here for case study #3
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