Family Dollar announced that it would start selling tobacco products. The company’s stores are largely located in low income neighborhoods and low income populations are more likely to use tobacco. The campaign generated thousands of emails, letters and faxes to the company.
On this campaign, I:Came up with the name and designed the microsite and other visuals. Recruited partners and engaged them in the campaign. Activated thousands of advocates via email blasts and social media. Penned communications from our CEO and partner CEOs to Family Dollar.