THE ISSUE: Wyoming was experiencing rampant tobacco and alcohol abuse, underage drinking and needless death. The Governor, and the Department of Health, were eager to reverse these trends.

WRENCH: A strong independent streak and extreme smoking and drinking was entrenched in the Wyoming ranch culture—and fueled by example.

PROCESS: The team traveled throughout Wyoming, interviewing parents, kids, teachers, and other local authority figures. Stories poured out about how local lore and ingrained, outsized behaviors around smoking and drinking made it hard for people of all ages—but especially kids—to advocate for themselves.

AHA! MOMENT: On the way to present findings to the Governor Kim queried, “What if we had the kids in Cheyenne paint a line through the center of town?”

SOLVE: A creative brief that expanded on that idea, driving brilliant local agency, Sukle Advertising & Design, to develop the incredibly effective “Where do you draw the line?” campaign. It came to life through TV, radio, murals, a tactical vehicle, community events, and a website.

RESULTS: A new conversation about drinking, tobacco, and chew in Wyoming took hold—empowering folks to openly discuss where they would draw the line specific to second-hand impacts of tobacco/alcohol. The campaign gave new “ways in” for medical professionals, counselors, and concerned folks of Wyoming, and provided a template for other states.

• Qualitative Interviews

• Discovery Workshop

• Research Findings Presentation

• Creative Brief