One Cigarette Is One Too Many (Anti-smoking)
DCF Advertising took a new spin on the traditional anti-smoking ad through this impactful series that targets non-daily smokers who incorrectly believe they are safe from the health effects of regular smoking.
Portraits of these non-daily smokers were created through English and Spanish television ads; as they defend their smoking, the health defects that they are still at risk for, like heart attack and aneurysm, flash on screen.
A print version of this campaign was also distributed to other health agencies for nationwide use via the Centers for Disease Control and Prevention.
Marie’s Story (Anti-smoking)
SUNY College of Optometry
SUNY College of Optometry awarded DCF Advertising a four-year agency of record contract to handle advertising and marketing responsibilities for the college.
As an initial step, DCF developed a new corporate identity, beginning with a logo. The logo’s three rings represent the three essential entities of the college: education, clinical care and research.
In addition to creating annual reports, brochures and other collateral, DCF designed, programmed, wrote and launched the college’s new website. It serves as a resource for students, vision care professionals, the University Eye Center’s 80,000 patients, researchers and potential donors. The library component of the site is the US’s second largest vision library resource in existence.
DCF Advertising collaborated with the Department of Homeless Services and NYC Health on this homeless awareness campaign. The audience is informed that using city resources, such as calling NYC’s information line to dispatch an outreach team, helps more than giving homeless people spare change.
To promote science, technology, engineering and math (STEM) careers to middle-school students, the New York State Department of Labor partnered with DCF Advertising to create interactive Flash-based videos.
STEMventure is a dynamic gaming module where kids can create their own avatars and go on a journey to learn more about STEM careers. DCF’s proprietary avatar creator makes these videos personalized and fun for kids, but also gives them an inside look into what people working in STEM careers do every day.
Opportunity NYC: Family Rewards
Smoke-Free Parks and Beaches
Through these positive, fun print/outdoor and TV ads, DCF Advertising educated people about the new smoking ban in parks, beaches and pedestrian plazas, while framing it as a great time to quit smoking. In contrast to other anti-smoking ads, the message is accompanied by colorful backgrounds and upbeat music to celebrate the benefits of smoke-free environments and to inspire people to quit.
Healthy eating is healthy living. When the new NYC Food Standards were announced, DCF Advertising was given the important task of conveying this information through materials that the Mayor’s Office could share with city agencies to explain the changes in nutrition standards to their food.
Through the use of our original photography, illustration and design, we created an informational fact sheet and two posters: a meal poster targeting adults and a snack poster targeting children. These materials were translated into Spanish, Chinese, Russian and Korean.
Quitting Is Much Less Painful (Anti-smoking)
Often certain painful and deadly cancers—esophageal, stomach, pancreatic—are not readily associated with smoking. DCF Advertising created this graphic series of anti-smoking print, TV and web ads to provide this unexpected information and to promote NYC Health’s nicotine patch and gum giveaway program.
DCF worked closely with NYC Health’s medical staff to ensure that all images shown in the campaign were medically accurate and could withstand an extraordinarily high level of tobacco-advocate scrutiny.
Cigarettes Are Eating You Alive (Anti-smoking)
Considered to be the most successful public health TV campaign in New York history, this series of anti-smoking ads by DCF Advertising resulted in a 400% increase in call volume to the city’s Quitline when they ran for the first time in 2008. These graphic, in-your-face anti-smoking commercials show the bio-dynamics of smoking’s effects on the body.
Through distribution by the World Lung Foundation, the campaign has been seen by millions of people in Australia, Turkey, Russia, China, the Ukraine, Lebanon and other countries around the world. The spots have been translated into Chinese, Russian, Ukrainian, Arabic and Turkish, and dubbed in Australian English.
“Cigarettes Are Eating You Alive” was awarded two 2008 bronze Telly Awards for producing and editing.
