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    Tobacco Prevention and Control Branch
    DSHS Health Promotion and Chronic Disease Prevention Section
    1100 West 49th Street, Mail Code 1965
    Austin, TX 78756

    Phone: 512-776-7111
    Fax: (512) 776-7555

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Media Campaigns

Duck Campaign

Image of Duck from Duck CampaignThe DUCK Texas campaign is one component of tobacco prevention media efforts developed for the Texas Tobacco Prevention Initiative. More than 100 Texas teens (ages 11-17) attended a Statewide Tobacco Education Program (STEP) Summit held in Conroe, Texas in July 2000. After attending workshops on branding, brainstorming and public relations, teens generated more than 2,000 ideas that were narrowed down to 35 possible tobacco prevention campaigns. Together they outlined their strategies then voted on their favorite concept. This led to the creation of the DUCK and the "Tobacco is Foul" campaign.

For years, the tobacco industry effectively used the cartooned "Joe Camel" to promote its product to teens. The teens countered with the same strategy, using a hip, animated animal icon known as DUCK to change their peers' attitudes about tobacco and its harmful effects. A fun-loving DUCK serving as a spokesperson for teens fighting tobacco use and the big tobacco companies lends itself well to a campaign that does not preach to the younger audience, but instead empowers them to take action while helping change their attitudes and behavior.

The campaign features Tony Rock (stand-up comedian and brother of Chris Rock) who supplies the voice of the animated DUCK on TV and radio spots. The campaign also includes a Web site, a 7'1" tall DUCK mascot and a mobile television studio known as the DUCK-TV Unit. DUCK-TV allows teens to record on video their thoughts about tobacco use. The collected sound-bytes are then used to create 30-second television spots.

The DUCK campaign has focused its efforts in the Houston and Beaumont/Port Arthur media markets.

The first year of the campaign (Fall 2000) contributed to a 40 percent decrease in tobacco use among middle school students in Beaumont and Port Arthur. 

Worth It Campaign

Worth It Campaign LogoWorth It? is the prevention campaign aimed at youth and teens. A portion of the campaign features a public education campaign aimed at educating teens about the Texas Tobacco Law (see Senate Bill 55) and its consequences. The law states that anyone under 18 caught purchasing, possessing or using tobacco products may have to pay up to a $250 fine, attend a tobacco awareness class, be required to do community service, or even lose their driver's license for a period of time.

The idea behind the campaign, which was created in 2002, is to be honest with teens and give them the facts about tobacco use in ways that are relevant to their daily lives. It asks the question: is tobacco use really worth it? The campaign empowers teens to weigh all the potential consequences and decide for themselves.

The Worth It? web site include facts about tobacco use, cessation information for teens who want to quit, tobacco-related news and events, interactive games and activities, and a statewide listing of instructors for tobacco awareness classes.

Spit it Out Campaign

Spit it Out is a companion campaign to Worth It? It focuses at reducing the use of smokeless tobacco among youth. Media efforts are primarily targeted at rural areas where studies have shown smokeless tobacco use is most prevalent among this demographic. This campaign began in 2007 and includes television, radio, print and digital advertising that uses the "gross-out" factor to vividly depict the consequences of smokeless tobacco use. Campaign elements can be found on the website at https://www.worthit.org/campaign.html.

Share Air Campaign

Share Air Food Stinks AdShare Air is the Texas Department of State Health Services’ statewide secondhand smoke campaign. Share Air is intended to be informative, approachable, reasonable and empowering. This campaign seeks to educate both smoking and non-smoking adults. This campaign was created in 2005.

The Surgeon General has determined that there is no risk-free level of secondhand smoke exposure. The goal of Share Air advertising is to educate the public about the risks of secondhand smoke so they may take action to protect themselves from it. The campaign includes television, radio, outdoor, theater and print advertisements as well as a website at http://www.dshs.texas.gov/tobacco/shareair/.

Yes Quit Campaign

Yes Quit LogoYes Quit is the cessation media campaign supporting the Texas Quitline. It encompasses all tobacco users, but there is an emphasis on those who are open to quitting. The campaign includes television, radio, outdoor and print advertisements and directs the audience to the Quitline website as well as to the toll-free phone number for cessation assistance. 

The campaign website lists additional resources and steps for those interested in quitting tobacco, quitting tips, success stories and media materials. It also houses the Quitline electronic referral form that healthcare providers use to refer their patients to the Quitline. It is available in both English and Spanish and can be found at http://yesquit.org

Quit for Your Child Campaign

This sub-campaign for the Yes Quit Program was created in 2009 and focuses on tobacco cessation messaging that targets tobacco users of child-bearing age who either have small children or are expecting. 

Last updated July 13, 2018