Approximately 90% of addicted smokers start using tobacco before the age of 18, an alarming statistic that highlighted the need for a youth-specific tobacco prevention campaign. When research showed that teens were empowered by their own choices and the impact those choices make on their lives, CD&M developed “Unleash Your C,” an integrated campaign that celebrates the power of individual choices in a fun, interactive and informative way. An online carnival was created at UnleashYourC.com, the cornerstone of the campaign. Since launching in 2009, Unleash Your C has become a recognized brand among 50% of Maine teens.
An Unleash Your C branded vehicle embarked on a statewide "road show" to engage teens one-on-one in communities