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Dear Me: Nobody can make me quit but me
If you wrote a letter to yourself about smoking, what would you say? This is the underlying concept behind the multi-faceted campaign Dear Me. Dear Me is an examination of interpersonal conversations one has with oneself about tobacco use, quitting and the internal struggle of addiction. Dear Me uses real people and their intimate letters to themselves about their smoking habit. These letters are private emotional insights and their authenticity is proven effective in reaching the intended audience.
Dear Me uses a combination of traditional media, which launched in August 2010, and grassroots marketing. The traditional media includes radio, television, billboards, bus shelter covers, street kiosks, and convenient stores advertisements as well as online Web presence and social networking promotions.
To compliment the paid media, a local collaborative of partners has been established to promote the campaign locally throughout Ohio. The collaborative has been successful recruiting local Dear Me letters, publishing editorials and stories in local papers across Ohio, poster displays in health clinics and worksites, Web site and social media promotions and various forms of earned media statewide.
If you are interested in learning more or joining the Dear Me collaborative, contact tobaccoprevention@odh.ohio.gov.
Last updated 8/18/2011
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