Exhale Campaign – California Tobacco Prevention Program

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.

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 relatability. This approach resonated with audiences and highlighted the power of real stories in building connections and trust.

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. By blending strategic planning, authentic storytelling, and a positive vision, the Exhale campaign achieved its mission of rallying Californians behind the fight to end Big Tobacco’s impact. Together, we’re building a healthier, tobacco-free future for California.

Since the ban on smoking in restaurants, our food tastes even better.

Frankie started smoking in her teenage years. After quitting, she wants to prevent her daughter from being trapped by the same addiction.

The tobacco industry is targeting us. So we are targeting them back.