Since 2001, FACT youth had taken their fight for tobacco-free lives directly to Big Tobacco. Twelve years later, the tobacco industry was changing—and so were Wisconsin teens. With KW2’s help, the FACT brand would keep up.
It worked. Now what?
Since it began, one mission had galvanized the FACT movement: exposing Big Tobacco’s lies. And that’s just what they did. Teens around the state became young activists (a.k.a. FACTivists)—leading events, educating their classmates and calling out the tobacco industry’s shady, teen-focused marketing tactics.
And it worked. In 2013, research indicated teens were less receptive to the tobacco industry’s marketing tactics. Smoking rates were down. Unfortunately, the use of new tobacco products, like e-cigarettes, was on the rise. And something else had changed; we learned that defying the tobacco industry wasn’t that important to middle and high school students anymore.
Our youth focus groups confirmed it. New FACT members were more concerned with the very real damage tobacco could do. They didn’t want to rebel; they wanted to be a force for good in their communities. After 14 years helping FACT fight against corporate tobacco, KW2 was going to rebrand the movement.
FACT has always been youth-led. So naturally, teens became an important part of our rebranding process, too. Youth leaders joined the KW2 team for a day of creative exploration, helping our designers and copywriters develop an authentic new look and voice for the brand that focused on leadership, loved ones and personal health.
Intense colors and a handmade, low-fi vibe define FACT’s new logo and refreshed visual language. It’s a look specifically designed to stand out in busy hallways and on cluttered high school bulletin boards. It also looks pretty great on t-shirts, posters, Twitter cover photos, scratch-off games, playing cards and the FACT movement website.
"As a youth-driven tobacco prevention program, we’re always looking for ways to increase the level of youth engagement in our programming. When we initiated a contest encouraging teens to submit their ideas for peer-to-peer advocacy activities, the team at KW2 jumped right in to help us create a project development process where teens could work with us as partners. The youth were integrated into each phase, from the initial idea development to actually coming to KW2’s office and collaborating with their design and copywriting staff, to providing feedback on the initial drafts. An awesome experience has been had by all."
Renee Wadzinski, Manager, FACT Movement
We hear you.
Listening to and readily involving teen activists, both in-person and through social media, helped make KW2’s FACT brand reboot an unqualified success. Now an energetic identity and a slew of cool, new FACTivism activities are driving youth re-engagement. Recruitment materials are telling the stories teens really care about. And the next graduating class of teen activists have the tools they need to spread the truth about tobacco’s harms.
High school student smoking rates dropped more than 20% following the FACT rebrand. Well done, FACT.