Did you know that microplastics from a discarded cigarette butt can pollute the environment and end up in your body? Most people don't. That was the focus of California Tobacco Prevention Program’s (CTPP) media campaign “The Little Big Lie.” 

We were tasked with translating this multi-channel advertising campaign into a compelling website that would inspire Californians to take action against the tobacco industry while representing the client's brand.

The Process

As the ACD, I worked with our design team, our advertising partner, and the client to develop a strategy that incorporates playful interactivity to engage and provoke users. 

We leveraged robust site data and conducted A/B testing to  develop moments of discovery such as clickable facts and trivia questions that engage users in playful education. We iterated on the tone and UI until we landed on designs that balanced the bold style of the campaign with CTPP's more austere, journalistic branding as a public health entity.

The Result

“The Little Big Lie” website calls out the destructive practices of the tobacco industry and equips users with tools to speak out. In addition to clickable moments of discovery, we built a robust call to action section in which users can auto-generate an email to their elected officials, send a tweet, or search for a local organization they can join. Users come away enlightened and empowered in the fight against Big Tobacco.

The Impact

Since its recent launch, “The Little Big Lie” website has surpassed 3M page views, at an average of 1.38 minutes time-on-page. We successfully drove paid traffic from the media campaign into CTPP’s website, increasing overall site sessions by 13.3 percent. Most importantly, 18K+ shares and 6K+ letters to local leaders have been sent, indicating that the page delivered on its goal of educating and activating Californians in the fight against Big Tobacco.

Awards

Shorty Impact Award, Public Health