The Tips From Former Smokers® campaign uses real stories to highlight the devastating health impacts of smoking, encouraging audiences to quit. Designed to resonate with both English- and Spanish-speaking communities, this campaign required thoughtful and impactful copy to convey urgent health messages.
Key Contributions
- Bilingual Adaptation: Translated and localized the content into culturally relevant Spanish while maintaining the emotional weight and urgency of the original messages.
- Concise, Impactful Messaging: Delivered powerful statements that inspire action within limited space, ensuring clarity and relatability.
- Action-Oriented Communication: Integrated strong CTAs, such as 1-855-DÉJELO-YA and CDC.gov/Consejos, to connect individuals with free resources for quitting smoking.
- Real-Life Focus: Adapted real-life testimonials, like Tammy’s story, into Spanish, ensuring that the message resonates deeply with diverse audiences by addressing universal themes of loss and hope.
This work exemplifies how bilingual copywriting can bridge cultural gaps, amplify emotional impact, and drive meaningful public health outcomes.
Image Copy: Don’t smoke because you will lose something that matters to you.
A TIP FROM A FORMER SMOKER
Facebook and Instagram Copy: Tammy W. thought menthol cigarettes were less harmful and believed exercising and eating right would keep her “safe.” At age 44, Tammy learned she had severe heart disease from smoking and needed open-heart surgery to keep her alive. #CDCTips
Image Copy Spanish: No fumes porque perderás algo que es importante para ti.
UN CONSEJO DE UNA EXFUMADORA
Facebook and Instagram Copy Spanish: Tammy W. pensaba que los cigarrillos mentolados eran menos dañinos y creía que hacer ejercicio y comer bien la mantendría “a salvo”. A los 44 años, Tammy se enteró de que tenía una enfermedad cardíaca grave por fumar y que necesitaba una cirugía a corazón abierto para mantenerse con vida. #CDCConsejos
