Rescue SCG has worked with the Southern Nevada Health Department on tobacco prevention programs since 2001. One of these programs is CRUSH, a social brand for LGBT young adults designed to break the association between smoking and LGBT culture. Last July, CRUSH launched a new campaign to encourage gay smokers in Southern Nevada to make a seven-day commitment to quit smoking cigarettes.
The 3-week campaign featured a video to motivate gay smokers to sign up for the seven-day challenge to quit, and received more than 20,000 views during the length of the campaign.
The campaign also included a custom developed web application and mobile site that made it easy for gay smokers to announce their decision to quit on Facebook and Twitter with a custom image share. Each image featured a variety of culturally relevant reasons for gay smokers to give up cigarettes. The CRUSH community provided a network of support and cessation resources to current smokers.
Rescue SCG worked with LGBT media partners, such as Queerty.com, social media partners and social influencers to help raise awareness for the campaign and to highlight the tobacco industry’s unique influence on the LGBT community. The campaign received a wide range of local and national coverage, reached over 44,000 unique users per week, and resulted in over three million ad impressions.
More than one hundred Southern Nevada residents signed up for the contest, and those that successfully completed the seven-day challenge were entered for a drawing to win a pair of Lady Gaga tickets.
To learn more about the Quit with CRUSH campaign, contact:
Tyler Janzen
Tyler@rescuescg.com
Director of Client Services, State and Local Programs
Category: Latest Updates, LGBT, Social Branding, Tobacco
Tags: Cessation, Crush, LGBT, Nevada
