Tobacco Free Kids —
No on Prop C Ballot Initiative

Persuasion

Prop C was a 2018 San Francisco ballot initiative that would partially overturn the city’s e-cigarette bans and once again allow the sale of flavored tobacco, a product heavily targeted toward teenagers. No surprises here - the initiative was heavily promoted by e-cigarette company Juul who spent $11.6 million on their “Yes on C” campaign.

Tobacco Free Kids joined the fight to keep flavored tobacco (and a new smoking habit) away from San Francisco kids. We designed social ads and display banners to hammer home our key messaging: Big Tobacco wrote Prop C. Our audience didn’t need any convincing about the harms of the products beyond that. Ultimately Juul pulled its support for the campaign, and Prop C was defeated by 81.81%