Helping LGBTQIA+ adults explore menthol-free futures on their own terms
Washington State Department of Health
PRR partnered with the Washington State Department of Health and Seattle's LGBTQ+ Center to create a community-informed campaign addressing commercial menthol tobacco use among LGBTQIA+ adults. Through authentic storytelling and personalized resources, the campaign increased awareness of harm reduction and cessation support while fostering meaningful community dialogue.
6.7 million
57,724
22,000
The Situation
For a community targeted for decades, standard quit-smoking messages lacked credibility
For decades, tobacco companies deliberately marketed menthol products to LGBTQIA+ communities, contributing to disproportionately high rates of menthol tobacco use. Research conducted by Seattle's LGBTQ+ Center and the Washington State Department of Health found that traditional quit-smoking messages lacked credibility and often generated resistance. Tobacco use was closely tied to identity, community, stress management, and social connection. To be effective, messaging needed to move beyond education alone and instead respect personal autonomy while acknowledging lived experiences.
The Opportunity
Postcards to My Younger Self replaced directives with authentic community storytelling
PRR identified an opportunity to replace directive health messaging with authentic community storytelling. Working alongside LGBTQIA+ partners, the team developed audience personas representing different stages of tobacco-use behavior and created a campaign centered on real people reflecting on their past choices. The resulting concept, Postcards to My Younger Self, invited audiences to consider their own journey without judgment. By pairing personal stories with tailored harm reduction and cessation resources, the campaign created a supportive pathway toward change.
The Solution
Community voices powered every touchpoint
PRR developed a multimedia campaign featuring real LGBTQIA+ Washington residents sharing personal reflections about menthol tobacco use. A personalized digital experience connected audiences with harm reduction and cessation resources tailored to their readiness for change, meeting them where they were in their smoking journey. It was critical that every aspect of the campaign reinforced authenticity and empathy.
Listened first
Built audience personas
Elevated real stories
Created personalized pathways
Measured meaningful engagement
Results
Authentic storytelling exceeded every major awareness and engagement goal
The campaign exceeded awareness and engagement goals across every major performance metric. It generated 6.7 million impressions and drove more than 57,000 clicks to campaign resources. The microsite attracted nearly 22,000 unique visitors, while completion rates reached 96% for audio and 85% for connected TV placements. Community members actively shared personal stories and positive feedback, praising the campaign's nonjudgmental approach. The results demonstrated that authentic storytelling could effectively connect underserved audiences with health resources and encourage meaningful engagement.
Awards & Recognition
