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Tuesday, May 17, 2016

Clarity Coverdale Fury Creates 1st Tobacco Control Ad to Address Menthol Specifically

Clarity Coverdale Fury, the agency of record for ClearWay Minnesota, has created groundbreaking advertising for ClearWay Minnesota’s Still a Problem campaign. The campaign goal is to build awareness around the reality that tobacco continues to be a problem even though in 2014 the Minnesota adult smoking rate
was 14.4%, the lowest in history.

The messages in Still a Problem revolve around the impact tobacco has on Minnesota’s health, economy and youth, as well as the role the tobacco industry has in perpetuating the consequences of tobacco use. The new menthol messaging is tied to youth, as menthol is an additive that makes it easier to start smoking and harder to quit, and was exempted from the FDA’s 2009 ban on flavored cigarettes.

Almost half (44%) of Minnesota’s teen smokers smoke menthol cigarettes. The menthol Still a Problem messaging was tested in an online survey of adults and was found to be highly effective especially among parents.

The TV ad, “Bad Relationship,” is effective due to its clear message and relevance. In the spot, a teen is being provoked to smoke by her “friend,” menthol, via texting: Bad Relationship.

Previously, Clarity Coverdale created Still a Problem menthol “Not Cool” out-of- home ads, which
have been used in other states, including California, as well as ads for transit shelters and banner ads:

“Other states in the U.S. have used the creative Clarity Coverdale Fury produced for ClearWay
Minnesota including California, which has been long-respected as one of the leading states in the country when it comes to tobacco control,” Molly Hull, Clarity Coverdale Fury Director of Brand Development said. “We have been helping tell the story for ClearWay Minnesota for 16 years and are thrilled about the successes ClearWay Minnesota has achieved.”