Campaign Development

Exhale

​Role: Account Manager, Strategist, Project Manager

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UNDO, a California Department of Public Health program, is one of the nation’s leading public health initiatives, dedicated to ending Big Tobacco’s deadly impact in California. In 2024, we launched a campaign to inspire Californians with renewed optimism for a CA without tobacco. Our mission was to highlight pathways to solving the tobacco problem, center the voices of Californians, rallying the public around UNDO’s purpose.

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Authenticity was at the core of the Exhale campaign. We collaborated with community organizations and local networks to identify real Californians whose personal stories highlighted significant victories over tobacco. These individuals shared their experiences through interviews, testimonials, and visual storytelling, creating the campaign fostering genuine connection and hope. ​The Exhale campaign boosted brand awareness for UNDO, strengthened public trust in its credibility, and celebrated victories in tobacco control, inspiring Californians with optimism and confidence.