Project Filter: Real Idahoans Campaign
116 & West
Our Real Idahoans campaign for Project Filter featured “Quit Stories” from individuals who have successfully kicked a tobacco habit. To begin the campaign creation process, we cast a wide net, looking for people willing to share their stories. We narrowed down the group based on pre-interviews before production. Then we conducted on-camera interviews and selected our favorites based on their stories, delivery, and demographics.
Their stories were supplemented with footage of each person enjoying a favorite pastime—usually outside with family members or a dog. By using real people who could touch upon a variety of topics around tobacco cessation (i.e. cravings, how it affects children in the home, getting help quitting), we were able to create a campaign that spoke to a broad audience. Our broadcast campaign was supported by matching radio spots for each Real Idahoan profile, outdoor billboards, digital advertising, and long-form versions of each profile on Project Filter’s website.