Launching the This Free Life campaign was a foray into reaching the LGBT community and bring about real life change: encouraging smoking cessation. Our media strategy sought to incite action and invoke pride in a smoke free lifestyle. With an emphasis on environments that integrated cultural authenticity and influential moments, we drove message resonance in key markets across the country. Touch points across social, digital, audio, events, print and OOH left our audience no choice but to take note and engage with this important cause.