Following its historic decision to end tobacco sales in its stores, CVS Health has continued to be a significant contributor to the fight against tobacco. Now, they wanted to take the fight to social media.
Teens who use social media are 5x more likely to smoke, which shows the persuasiveness of the pervasive medium. We needed to counter the spread of smoking influence with our own effort. #BeTheFirst challenges this generation to be the first one to quit smoking forever. Our team provided the concept and the thinking behind the execution, which was completed by a CVS vendor.
This was a small project, but one close to many of our hearts. Please find out more at cvs.com/bethefirst
TL;DR: A small budget demands big ideas to make an impact.