Project Overview

In collaboration with the City of Santa Rosa and the Tobacco-Free Sonoma County Community Coalition, this paid media campaign raised public awareness about the importance of adopting a local Tobacco Retail License (TRL). The campaign aimed to build community support by spotlighting key issues like youth access, addiction, online sales, and the intersection of public health and retail environments.

My Role

II led the creative direction, messaging strategy, and design execution for a suite of five static ads tailored for digital and social media platforms. Each visual paired a strong headline with a targeted message and call-to-action, driving viewers to learn more about how a TRL can create healthier communities. I also coordinated with the coalition team to align visuals with policy goals and ensured the graphics were accessible and compelling.

The Impact

The campaign helped generate local momentum for TRL policy adoption by engaging parents, residents, and decision-makers. It reinforced the message that tobacco products should not be marketed or sold in ways that harm youth or vulnerable populations—and that a TRL is a powerful tool for local regulation. The ads received high engagement across platforms, sparking community dialogue and support.

Why It Matters

Tobacco remains the leading cause of preventable death in the U.S., and youth-targeted products like flavored vapes have made this crisis worse. A local TRL provides communities with the power to hold retailers accountable, restrict sales in sensitive areas, and protect future generations from addiction. This campaign was a bold step in helping Santa Rosa move closer to that goal.