A federal campaign that wants other organisations to run its adverts

Tips From Former Smokers® is the CDC's anti-smoking campaign, built on
real people describing what smoking did to them.

Partners play a critical role by extending the reach of the Tips ads, and
by sharing the message: **quit smoking, and protect others from secondhand
smoke.**

Why a campaign needs partners

A federal health campaign has a fixed media budget and a national audience.
Paid placement gets it in front of some people some of the time; an
organisation that shares the material reaches its own members, in a context
where the message carries more weight than an advertisement does.

The offer made to those organisations is unusually direct:

**The Tips campaign has a proven record of success in motivating people who
smoke to quit for good, and CDC hopes the campaign can help your
organization meet its public health goals, too.**

That is a trade rather than a request. A health system, employer or community
group with its own smoking-cessation objective gets professionally produced
material that has been shown to work, at no cost — and the campaign gets
distribution it could not buy.

What is available

• Campaign resources — the ads and materials to share
• Quitting resources — where the campaign sends anyone it persuades

The second half is what makes the first worth sharing. An advert that moves
somebody to quit and then leaves them with nowhere to go has wasted the moment
it created.

*Source: Centers for Disease Control and Prevention, Tips From Former
Smokers® campaign.*