ABOUT THE CAMPAIGN

In response to Big Tobacco’s interference in New Zealand’s groundbreaking smokefree policies, 139 organizations joined forces to urge the government to prioritize public health over industry profits. I led the marketing strategy, social media campaign, and print advertising to amplify this urgent message, ensuring it reached both policymakers and the public.

THE PROJECT’s IMPACT

✔ Multi-Channel Awareness Campaign – Designed and executed a cross-platform marketing strategy to maximize public engagement.

✔ High-Visibility Print Ad – Created a full-page ad in the New Zealand Herald, directly addressing policymakers and raising public awareness.

✔ Social Media Advocacy – Developed and launched targeted digital ads, driving online conversations and mobilizing supporters.

✔ Strategic Messaging – Crafted clear, compelling narratives that framed the op-ed’s message in a way that resonated with both advocates and decision-makers.

MY ROLE

I worked with Action on Smoking and Health (ASH) to develop a strategic marketing plan that would ensure the campaign had maximum impact. By combining traditional media (print advertising) with digital advocacy (social media ads & engagement strategy), this campaign successfully reached a broad audience, including policymakers, public health leaders, and community advocates.

Key Deliverables:

• Print ad design & placement in New Zealand Herald

• Social media ad campaign to drive engagement

• Messaging strategy to frame the op-ed’s key points effectively

• Digital advocacy assets for use across multiple platforms

Read the full op-ed and campaign details: ASH: 139 Organizations to NZ