Decrease smoking rates among Hispanics with an emphasis on youth.
Developed in-culture, in-language bilingual campaign called "Mi Familia No Fuma." Approach included interactive, multimedia advertising, non-traditional youth advertising and grassroots outreach.
Decreased smoking incidence rate by 33%. Increased calls to Quitline by over 300%. Raised Hispanic awareness about dangers of smoking and second-hand smoke to all-time highs.