Marketing

Marketing Campaign
The mission of the VTSF’s “Y Campaign” is to reduce youth tobacco use in Virginia by empowering Virginia youth to choose a healthy lifestyle. The focus market of the campaign, which is based on the most extensive youth marketing research ever conducted in Virginia, is youth 10 to 17 years old, with a special emphasis on “tweens” ages 10 to 14. The tagline of the Y Campaign reaches out to ask kids: “Can anybody tell us why smoking isn’t stupid?” The campaign’s powerful message targets youth through a multimedia marketing effort including television and radio commercials, an interactive Web site – ydouthink.com – cinema advertising, and street marketing activities.

WHY the Y?
The central visual element of the multi-faceted campaign is its distinctive logo - a black letter Y in a bright yellow circle with a circled question mark on the outer perimeter. It is integrated into every facet of the Y Campaign, in such a way as to make it instantly recognizable and compelling to Virginia youth. The logo is a visual stand-in for the Y Campaign's core tagline: Can anybody tell us why smoking isn't stupid?