TUPAC has launched a new youth tobacco-use prevention media campaign called Show Ur No.
TUPAC identifies the target audience of this campaign as the "Caught Betweens." "Caught Betweens" are caught between middle school and high school, between good grades and bad grades, between peer groups, and between the decision to smoke or not to smoke. These teens are concerned with moving up the social ladder and will do whatever it takes, including smoking, to be accepted by a "cooler" group of peers. The central message of the campaign stresses that social rejection, not acceptance, is an immediate effect of the decision to smoke. The video spots show attention-getting refusal techniques as teens "show their no" to the offer of a smoke.
The Show Ur No campaign uses a combination of advertising placements, including TV, cinema, radio, internet banners, social media and an interactive micro-website. In today's advertising environment, teens expect to interact with media. As collaborators, teens become campaign ambassadors by creating Show Ur No music videos on the interactive website at www.ShowUrNo.com and then sharing them through their personal social networks.