#United States #Los Angeles #PRSA #Fraser Communications #Anti-Vaping

Fraser Communications Recognized for Anti-Vaping Campaign

Fraser Communications, a renowned integrated advertising agency based in Southern California, has recently garnered attention after being named a finalist in the prestigious 61st Annual PRism Awards. This accolade, presented by the Public Relations Society of America-Los Angeles (PRSA-LA), highlights the agency's innovative and impactful anti-vaping campaign titled "What's Your Reason to Quit?" aimed at addressing the alarming rise of vaping among young adults in Los Angeles.

Dr. Renee Fraser, the CEO and founder of Fraser Communications, expressed her gratitude upon receiving the nomination. She emphasized the campaign's significance, stating, "We’re deeply honored to be named a finalist. The success of our campaign is especially meaningful because it’s confronting a serious issue here in Los Angeles—the rising health concerns of vaping among young adults. We're proud to elevate awareness and inspire positive behavior change in our communities."

The anti-vaping campaign was meticulously crafted based on comprehensive research conducted by Fraser Communications, which identified certain demographics that were particularly affected by vaping. The results showed significantly higher vaping rates among Asian, mixed-race, White, and LGBTQ+ communities. This insight allowed the agency to tailor its messaging to resonate with the diverse audience throughout Los Angeles.

In preparation for the campaign, Fraser Communications organized listening sessions with college students and other young adults. These sessions provided critical takeaways that shaped the narratives featured in the campaign, ensuring that the messaging was relevant and effective.

The creative theme of the campaign, "What's Your Reason to Quit?" aimed to highlight personal stories and motivations for quitting vaping. The agency utilized a variety of platforms including YouTube Shorts, social media, and digital ads to reach the target audience. The campaign also featured substantial placements across billboards, bus tails, and posters in key locations throughout LA County, including university campuses.

Sheyla Ornelas, VP of Business Development at Fraser Communications, shared insights into the campaign's relatable approach. "Most vapers have thought about quitting at some point," she noted. "Our campaign resonated because it tapped into their mindsets with empathy, honesty, and real stories that offered hope."

In just a short span of four months, the campaign achieved remarkable success, recording over nine million full video views and more than six million impressions. This served to significantly raise public health awareness regarding the dangers of vaping.

The PRSA-LA PRism Awards ceremony is set to occur on October 9, hosted by Emmy award-winning reporter Sarah Pilla, at the historic Herald Examiner Building in Los Angeles. Fraser Communications symbolizes the ongoing efforts to positively influence public health and represents the empowerment of female leadership in the marketing sector.

For more information on Fraser Communications and their initiatives, visit Fraser Communications.

Their commitment to addressing pressing public health issues through strategic marketing serves as an inspiration for other agencies aiming for meaningful community engagement.