JEL

  • Killaz Campaign: Targeting Teens – TV Spot
  • Killaz Campaign: Outdoor Board
  • Killaz Campaign: Website
  • What Town is Next? Campaign: Arnolds Park – TV Spot
  • What Town is Next? Campaign: Springville – TV Spot
  • What Town is Next? Campaign: Website

The Work

The Challenge

Reduce smoking among Iowa teens.

The Smart

Teens feel invincible. Long-term health effects of tobacco use are meaningless to them. What resonates with them are the harsh realities of a product that kills 1,200 people a day.

The Bold

Mobilize the youth-led Just Eliminate Lies (JEL) program to expose the truth about tobacco fatalities, showcasing the number of deaths in relation to how Iowa towns would be affected.

"ZLRIGNITION’s focus on understanding our audience has kept our messaging on target. Even with a teen audience that changes constantly."
– Garrin Buttermore, Iowa JEL Coordinator

The Results

The campaign achieved 85% awareness among Iowa teens

JEL membership grew from 100 to more than 6,000. And high school students’ tobacco use was reduced by 39%.