Ground Zero Wins $125-Million Anti-Smoking Account
LOS ANGELES-The California Department of Health Services awarded Ground Zero its anti-tobacco account, worth $125 million in billings over five years. It is the Marina del Rey, Calif., shop's first government account.
The review of 20 California agencies originally included creative shops such as Goodby, Silverstein & Partners in San Francisco and Dailey & Associates in Los Angeles. CDHS representative Ken August said of Ground Zero, known for its cutting-edge creative, "This is an agency that's ready to tell the truth about tobacco and take our campaign to the next level."
While many U.S. states have launched anti-tobacco efforts, the coveted, award-winning California anti-tobacco work has for years led the charge. Now, it appears the state will use a different strategy. Officials at CDHS would not discuss potential strategies for its fall launch, but sources said the TV, outdoor, print and possibly online effort will likely center on "vilifying" Big Tobacco.