EAST RUTHERFORD, NJ—The MWW Group has been retained by the Clean Air Council to assist the Montgomery County Health Department in crearing a communications campaign that will focus on youth empowerment and will seek reduce tobacco use and tobacco-smoke pollution throughout the County’s communities.
The MWW Group now handles almost a dozen anti-tobacco communications programs around the country, generating around $3 million in revenues, according to executive vice president Bob Sommer. The firm is handling campaigns on a national, state, and local level, with clients including the New York City Coalition For A Smoke-Free City; the Campaign for Tobacco-Free Kids; New Jersey Breathes; Missouri Partnership on Tobacco or Health; Citizens for a Healthy Nebraska; Washington State Department of Health; Illinois Department of Public Health; Coalition for Healthy and Responsible Georgia; and the Oklahoma Tobacco Action Coalition.
Most of the campaigns are funded by the settlement between the state attorneys general and the tobacco industry, and that funding has continued despite the fact that many states face increasing budgetary pressures, in part because the anti-tobacco efforts have been successful. In Washington state, for example, smoking among 6th graders has dropped 53 percent in the past four years, and smoking among 10th graders 36 percent.
Says Sommer, “One of the great things about this kind of work is that you are accountable not only for getting the message out but also for real behavior change. It’s very measurable.”
Under a three-year contract, MWW will work with Montgomery County to encourage smoke-free restaurants and identify and promote smoke-free businesses. The firm will also form a youth advisory panel composed of Montgomery County teens that will convene to discuss tobacco education and prevention.
That’s an approach that has worked well in other campaigns, says Sommer. “We have focused on youth empowerment,” he says. “One of the lessons we’ve learned is that you can’t be preachy. You have to tailor the right messages to the right audiences. We’ve come a long way from the ‘It’s Not Cool to Smoke’ approach of a decade ago.”
SEATTLE—Werkhaus at MWW, the in-house branding and design practice of The MWW Group, has been hired by Nintendo of North America to spearhead the design and e-marketing operations of Nintendo’s NCrew.com, a cooperative marketing venture with Wal-Mart. NCrew.com offers younger gamers the most up-to-date information on the hottest game releases and promotions, and the opportunity to publish their own game reviews and share tips and tricks with their peers.
ALMATY, KAZAKHSTAN—The MWW Group has been hired by the Euro-Asian Jewish Congress (EAJC) to handle an international public affairs campaign to support its peace conference in Almaty, Kazakhstan. MWW has been working on a campaign to generate global and regional awareness for the EAJC conference and its goals for peace and religious tolerance.