Project: the84

The 84 is a movement led by teens from all over Massachusetts to take back control of the health and minds of youth from the influence of Big Tobacco. Through the 84 chapters, young people work in their own communities or schools to fight tobacco addiction and the industry as well as come together from around the state to meet, network and strategize on how to fight tobacco and to take action at The 84 Statewide events.

The Client:
Health Resources for Action (formerly The Medical Foundation) started this social marketing campaign which represents the 84% of young people in Massachusetts who do not smoke, to promote creative, individual and healthy lifestyles as well as tobacco prevention initiatives among high school students.

KCA assignment: Outreach and media relations for the 84.
Website: http://www.the84.org/