Campaign for Tobacco-Free Kids

Ending the Sale of Flavored Tobacco Products in Maryland

Award Winner

Overview

Flavored tobacco products have created a public health emergency in Maryland. Tobacco flavors like mint, gummy bear, and cotton candy are luring children into a lifelong struggle with tobacco addiction; particularly targeting young people of color and those in LGBTQ communities. Flavored tobacco has also fueled the use of electronic smoking devices, known as e-cigarettes or vapes, by Maryland youths. The Campaign for Tobacco-Free Kids chose The Hatcher Group to spearhead a three-month communications and outreach campaign designed to persuade policymakers, engage media, and inspire grassroots advocates to support comprehensive legislation to end the sale of all flavored tobacco products in Maryland during the Maryland General Assembly’s 2020 and 2021 legislative sessions. 

Capabilities

Earned Media

Public Affairs

Strategic Communications

Strategic Events

Branding

Digital Engagement

Creative

Strategic Communications

We worked with the Campaign for Tobacco-Free Kids to develop a name for the new campaign, as well as messaging, branding, and a social media strategy aimed at key influencers.

Creative

We created compelling campaign materials, including fact sheets, FAQs, and content for the website. 

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Our Impact

  • Hatcher organized and conducted a news conference with the Maryland attorney general, which was covered by a dozen media outlets across the region. 
  • The campaign resulted in positive earned media, opinion pieces, and letters to the editor in outlets such as The Washington Post, The Baltimore Sun, Maryland Matters, The Daily Record, WJLA, WJZ, and WBAL. 
  • Though COVID-19 cut short the 2020 Maryland legislative session and delayed the bill’s potential passageHatcher and The Campaign for Tobacco-Free Kids set the stage for future legislative action to end the sale of flavored tobacco products in Maryland. 

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