Tobacco 21 – Social Media

Tobacco 21 is a national campaign aimed at raising the minimum legal age (MLA) for tobacco and nicotine sales in the United States to 21.

Tobacco 21 produces online content to promote anti-tobacco messages and helps communities around the United States raise the tobacco and nicotine sales age to 21.

Results

  • 343% increase in social media reach
  • 260+ cities have adapted Tobacco 21
  • 456% increase in social media interaction

The Media Captain is responsible for creating social media creative for Tobacco 21 and executing on advertising campaigns. This effort helps spread awareness of raising the legal minimum sales age to 21.

The Media Captain’s social strategists meet with members of Tobacco 21 to ensure that the messaging, targeting and design of the social creative aligns with the societal and political strategy set forth by Tobacco 21. The Media Captain utilizes advanced social media targeting functionality to reach the correct demographic with engaging content that garners interaction.

There are now 260+ cities and counties in 18 states that have adapted Tobacco Twenty-One. Social media has been a key medium to deliver this message nationwide.