Our Strategy

Suasion launched a strategic, multi-tiered media campaign that combined the use of billboard, bus panel advertising and video. Suasion interviewed several tobacco cessation course participants and chose two individuals with compelling stories that would resonate best with the target audience. The campaign theme, “What’s your breathtaking moment?” appealed to the emotions of tobacco users.

Suasion created 30-second videos that told the stories of two individuals who quit smoking with the help of WellSpan tobacco cessation classes. The informative videos showcased how the program, WellSpan resources and follow-up care, can help individuals quit smoking and live a tobacco-free life. Suasion created highly targeted paid Facebook ads to directly engage the target audiences via social media. In addition to the videos, Suasion negotiated top placement of billboards in both York and Adams counties as well as bus panel advertising.

The success of the campaign resulted in additional funding to build upon the momentum originally established. In 2018, Suasion developed a strategic digital online advertising campaign utilizing the existing videos. This metric-driven approach offers a highly trackable and versatile method for reaching the target audience.