Nearly 5 million multicultural youth are open to smoking or are already experimenting with cigarettes—meaning they have already smoked up to 100 cigarettes in their lifetime1—highlighting a group that could greatly benefit from stronger, more targeted youth tobacco prevention efforts.
"Fresh Empire" seeks to prevent and reduce tobacco use among at-risk youth ages 12-17 who identify with hip-hop culture, specifically African American, Hispanic, and Asian American/ Pacific Islander youth.
The campaign associates living tobacco-free with desirable hip-hop lifestyles through a variety of interactive marketing tactics including the use of traditional paid media, engagement through multiple digital platforms, and outreach at the local level.
The target audience was developed using a segmentation approach that focuses on youth who share the same core ideals, have similar life experiences and common interests, and are at higher risk for tobacco use.
Teens looking for “Fresh Empire” resources can find us at our campaign site.
Our goal is to keep the "Fresh Empire" campaign an authentic and effective youth tobacco prevention brand. The campaign website and social channels are intended for the campaign target audience.
"Keep it Fresh: Live Tobacco Free"
"Fresh Empire" encourages hip-hop youth to reach their goals of being successful, attractive, and in control through a tagline emphasizing that living tobacco-free will help them achieve their idealized self-image. Messages aim to:
- Position tobacco addiction as an obstacle preventing youth from being fully in control of their life.
- Communicate that the toxic mix of chemicals found in cigarettes can cause negative, long-term health consequences as well as cause immediate damage.2
- Address how the negative health consequences of smoking cigarettes can affect youth and those around them.
- Hermes Awards
- 2018 Platinum: Event Marketing category
- 2018 Gold: Website Overall - Government category
- 2018 Honorable Mention: Game or Contest category
- Telly Awards
- 2018 Bronze: “Motivational for Online” category for the Keep It Moving Forward The Scale series
- 2018 Bronze: “Campaign: Social Responsibility for Branded Content” category for The New Wave series
- 2017 Silver: “Motivational” category for Video / Shows / Segments
- 2017 Bronze: “Public Interest & Awareness Promotional Pieces” category
- 2017 Association of National Advertisers (ANA), Winner, Multicultural Excellence Awards, Experiential category
- Shorty Social Good Awards
1. Based on 2013 data from NYTS on experimentation and openness to smoking among youth and 2014 youth population estimates from the U.S. Census Bureau.
2. U.S. Department of Health and Human Services (USDHHS). A Report of the Surgeon General: How Tobacco Smoke Causes Disease: What It Means to You (Consumer Booklet). Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 2010.