Our team provides strategic counsel and proactive media outreach to support the California Department of Public Health/California Tobacco Control Program with efforts targeting the African American community. The following is an earned media program executed to support the launch of the statewide advertising campaign titled Flavors Hook Kids. The campaign focused on combatting the tobacco industry’s latest marketing strategies aimed at getting youth hooked on nicotine.
LAGRANT COMMUNICATIONS developed a public relations strategy to secure coverage for the campaign to focus on reaching the African American community. The team secured 38 media placements in print, digital news platforms, broadcast radio, and social media resulting in 4,579,427 impressions through earned media. We invited and secured California Black Media, Los Angeles Sentinel, The Wave Newspapers, and Our Weekly to the Flavors Hook Kids teleconference hosted by Dr. Karen Smith of California Department of Public Health and Gordon Jackson of the California Department of Education. KBLX-FM and California Black Media interviewed Carol McGruder about the campaign. Four African American media outlets used the article developed by California Black Media resulting in eight placements.