Raising awareness for better health.

We partnered with the Massachusetts Tobacco Cessation and Prevention Program to develop a campaign to change social norms in low-income communities on the health risks of secondhand smoke to children. We aimed to help parents and caregivers understand the effects of second- hand smoke on their children’s health, and to reduce their exposure. We conducted focus groups to inform strategy and messaging. Our multilingual campaign included posters, flyers, billboards, transit ads, and radio. 36,000 residents of the targeted communities had a greater understanding of risks to children from secondhand smoke.