SOS: Alberta Faye Hires
In 2014 it was determined that a new campaign would be developed for Alberta Faye Hires, based on the popularity of her initial cessation ad that was developed in 2010. The new ad campaign focuses on the milestones that Alberta Faye has achieved by maintaining a tobacco-free lifestyle and emphasizes the important role that her family continues to play in her journey to better health.
CJRW developed interview questions and Jones Video conducted an interview with Alberta that was shot and transcribed. TV, print, and radio spots were developed based on this interview. The spots were later retagged to include language/images to target Arkansans currently using e-cigarettes and are vaping.