For one week each year, the American Cancer Society Cancer Action Network of New York (ACSCAN) promotes a NY Quit Week.
Our idea was to disguise a local New York insult comic as a talking ashtray. Alongside the comic, we created a persona for the ashtray. A backstory of hardship, a mouth of snarky tar, and aspirations that hinge on less smoking.
The one-day live event directly engaged over 200 smokers. The video of event footage received over 25,000 views in 2 days. Traffic to nysmokefree.com jumped nearly 700% above its average.
