Working with a city to create awareness and build consensus
The Situation

A Santa Monica municipal ordinance banning smoking in and around public outdoor spaces had been on the books for nearly a year, and the City was preparing to begin more vigorous enforcement. Before doing so, it sought a campaign concept it could use as a vehicle to raise awareness of and support for its efforts.

The Solution

BrandCulture created and executed the “Smoking Doesn’t Belong Here” campaign to communicate playfully and positively, but clearly and directly, to a diverse set of residents, workers and visitors from all over the world. The campaign’s identity and visual vocabulary simultaneously drew from and supported Santa Monica’s healthy, positive, beach town brand, and the local business community immediately embraced the collateral elements BrandCulture developed as a powerful ally in enforcing the ordinance.