Teens who live in rural areas are more likely to use tobacco products than those who live in suburban and urban areas. With unique values, interests, and attitudes, generally-targeted tobacco prevention campaigns often fail to capture the attention of these unique teens. Consequently, rural teen tobacco use rates have not decreased as dramatically as other teen populations, creating a large health disparity across tobacco products.
Down and Dirty is a Ready-Made Media Campaign for health organizations in need of an evidence-based rural youth tobacco prevention campaign that can be implemented quickly and cost effectively. Down and Dirty offers an extensive library of Message Packages, each containing all the creative elements necessary to deliver a specific tobacco prevention messages tailored to rural teens, including messages focused on cigarettes, chew, and/or vaping.
Health organizations can work with Rescue to license the Down and Dirty campaign and begin running the Message Packages they choose on local digital, social, and traditional media channels in less than a month. While we encourage clients to use the Down and Dirty brand as part of their license, organizations can also work with Rescue to re-tag any Down and Dirty Message Package with their own campaign brand name.
Each evidence-based Message Package contains one TV/Web commercial, 20+ digital/social media ads/posts, website content, and more. Click below to preview available Message Packages.
In addition to providing Message Packages, Rescue can help clients implement the campaign through media planning, placement, social media, local events, and research services. The Rescue team is here to support each health organization at the level that is most useful.
Utilizing organization’s own internal resources for implementation
Leveraging some support services from Rescue, like social media management
Leveraging Rescue for full campaign management, media planning, implementation, reporting and analysis
A note on social media: The world of tobacco use, especially vaping, is fraught with misconceptions, therefore it’s imperative that campaign staff are equipped to respond to questions and comments from teens on social media. Health organizations can work with Rescue to manage social media the right way, including a research-vetted proprietary social media response bank, a dedicated community manager, and a paid social media team that knows how to reach the right teens.
Down and Dirty has run in multiple states across the country. Read our Case Studies to see campaign results.