Sukle Advertising & Design and the State of Wyoming Urge Citizens to Draw the Line

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The line is crossed every day. Cigarette smoke damages the health of another person, a drunk driver kills someone, adults buy alcohol for underage children. The Wyoming Department of Health is inviting citizens to openly discuss how that line is crossed and to take a hard look at personal choices that affect others. In conjunction with Denver-based Sukle Advertising & Design, the impactful statewide campaign integrates a variety of guerilla and traditional marketing tactics to literally and figuratively "Draw the Line."

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The line is crossed every day. Cigarette smoke damages the health of another person, a drunk driver kills someone, adults buy alcohol for underage children. The Wyoming Department of Health is inviting citizens to openly discuss how that line is crossed and to take a hard look at personal choices that affect others. In conjunction with Denver-based Sukle Advertising & Design, the impactful statewide campaign integrates a variety of guerilla and traditional marketing tactics to literally and figuratively "Draw the Line."

Off the heels of a successful tobacco cessation campaign that contributed to Wyoming's leap to the #1 state in the country for the number of tobacco Quitline telephone calls, the Wyoming Department of Health launched this new campaign to continue changing lives and to serve as a national leader in healthy lifestyle choices. According to a recent report by the National Cancer Institute, Wyoming has more than tripled its calls to the 1-800-QUIT-NOW line since 2006.

In the newly launched "The Line" campaign, residents are asked to think twice about behaviors associated with alcohol and tobacco use that crosses the line. What crosses the line? Secondhand harm: When the actions of one harm another. Through community involvement, the campaign empowers citizens to openly discuss what behaviors will not be tolerated.

"Working together with our partners, the goal has been to create a unifying statewide campaign to increase the awareness of substance misuse and to help compel people to action," said Rodger McDaniel, Wyoming Department of Health deputy director for mental health and substance abuse services. "This campaign is about personal responsibility, and is not the state telling you what you should or shouldn't do about tobacco or alcohol."

Sukle, an award-winning and creatively driven agency, is drawing the line in all shapes and sizes. The agency has created two TV and three radio commercials (check out the TV commercials here: http://www.wedrawtheline.com/main/do/TV/page_num/2), and a website (http://wedrawtheline.com) that encourages dialog about personal experiences and choices.

In addition, Sukle is employing guerilla marketing, advertising and posters in liquor stores, gas stations, bars, convenience stores and schools. Also on deck are large-scale attention grabbers: huge, painted wall installations on the sides of buildings in five Wyoming cities. View the creative: http://www.sukle.com/Wyoming-PR.pdf.

To really get the conversations flowing, Sukle created a community grassroots tour. The 15-city tour features street teams collecting stories from citizens. In exchange for a story, the street teams will give the person a t-shirt and wristband. The first event launched on July 1 and the campaign has collected 550 stories and 30 videos of people discussing where they draw the line when it comes to tobacco/alcohol. Videos are located in the "Events" portion of the site at http://www.wedrawtheline.com/main/do/Events.

Also on tour is a vintage military vehicle, acting as the official campaign vehicle, decorated with extra large magnets where people can write out and share personal thoughts and experiences.

"Everyone has crossed the line sometime in their life or has watched it happen; the line between good decisions and dumb decisions can be thin, veiled and deceitful. We're just asking people to think first," said Mike Sukle, president of Sukle Advertising & Design. "This campaign opened our eyes; not to all of the negative behaviors of citizens, but to the incredibly motivated, responsible and smart Wyoming adults and teens that desperately want to make a positive difference in their communities."    

Please visit http://www.wedrawtheline.com to read facts on the misuses of tobacco and alcohol, others' descriptions of when "they crossed the line" and to submit your own stories. There are also photos of "The Line" across Wyoming, campaign advertisements and resources for help.

About Sukle Advertising & Design
Sukle Advertising & Design was founded in 1995. The independent Denver-based agency is known for innovative creative solutions that help businesses and organizations define and expand the power of their brand. We take pride in coming up with unique, big picture solutions that get to the heart of the real challenges facing our clients' brands instead of prescribing the same old media solutions over and over. We believe it's not the size of the budget that matters, but the courage of smart clients who are willing to leverage insightful creative ideas that create impact.

Credits:
Client: Wyoming Department of Health
Agency: Sukle Advertising + Design
Creative Director: Mike Sukle
Art Director: Andy Dutlinger, KC Koch, Caryn Arredondo, Jeff Euteneuer
Copywriter: Jim Glynn
Agency Broadcast Producer: Michon Schmidt
Account Director: Steve Barry
Account Supervisor: Amy Neujahr
Interactive Coordinator: Meg Hanceford

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ALICIA HASSINGER
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