Social Branding® is the premier model for community-wide young adult tobacco prevention. Developed in 2003 by Rescue Social Change Group, Social Branding® is the only model for culture-level change that causes sustainable behavior modification. The Social Branding® strategy incorporates behavioral science with similar strategies utilized by the tobacco industry to target the implicit identities associated with smoking that motivate young adults to smoke, changing behavior like no other public health strategy.

 
 
Urban Fuel in Las Vegas was the first young adult tobacco prevention Social Branding® campaign. Launched in 2002, the campaign successfully reduced young adult smoking rates from 44% to 16% in 2005. With no smoke-free legislation or tobacco tax increases in place and without traditional marketing strategies, Urban Fuel targeted the center of young adult culture and nightlife. With insightful cultural research, elaborately planned experiential events, carefully selected change agents, and a strategic logic model, the Urban Fuel campaign achieved tremendous success, and so can you.
 

 

Social Branding® does not rely on mass media or use measures like web hits to determine success. Social Branding® is a culture change approach that focuses on changing those within the core of a subculture, creating a ripple of change that is measurable by direct behavior modification. Crafted experiences and tailored messages are proven to appeal to higher-risk audiences, reducing cost by more effectively reaching current smokers anheh
d those who are at high-risk of becoming smokers.

Social Branding® campaigns are currently active in communities nationwide, each targeting a specific subculture and priority population such as the LGBT population. The model is available for implementation in any community interested in truly countering tobacco industry efforts and causing significant, measurable reductions in young adult tobacco use
 

For more information, including campaign components and pricing, contact
Ashley Gneiting Experiential Branding Engineer
ashley@rescuescg.com 619-231-7555 x108