About:
In 2008, while at The Media Network, I worked on creating a Spanish-language anti-smoking campaign in Howard County, Maryland. Our only direction was to go along with the “Happy, Healthy, Howard” slogan that the county had in place, so I worked with the staff at The Media Network to create a name, logo, slogan, poster and bumper sticker for the program. We did not have a huge budget to, so we had to make the most of our time and money.
The age range of our target audience was broad but we were targeting those who were already thinking about giving up tobacco and the program that emerged was NuevaMente. In Spanish, nuevamente means “again” but if broken up “nueva” and “mente” mean “new” and “mind” respectively. This program’s name was a great way to emphasize to our audience that despite their past efforts to quit smoking, the resources to help them quit were now closer than ever: local, free and in their language. Telling our audience that there was a new opportunity and to help them think differently about quitting was the perfect message.
Once the program name and slogan was developed everything else pretty much just fell in place and we really did not have to work through too many drafts of the poster and bumper sticker. We presented it to the client at the Howard County Health Department, they loved it and everyone went home happy. You just have to love when that happens.
