Ending the Sale of Flavored Tobacco Products in Maryland
Overview
Flavored tobacco products have created a growing public health crisis in Maryland. Tobacco flavors like mint, gummy bear, and cotton candy are designed to appeal to young people — particularly those who are most vulnerable to targeted marketing tactics — hooking a new generation into a lifelong struggle with nicotine addiction. These products have also fueled the widespread use of electronic smoking devices, such as e-cigarettes and vapes, among Maryland’s youth. The Campaign for Tobacco-Free Kids selected The Hatcher Group to lead a three-month communications and outreach campaign aimed at persuading policymakers, engaging media, and mobilizing grassroots advocates to support comprehensive legislation to end the sale of all flavored tobacco products in Maryland during the 2020 and 2021 General Assembly sessions.
Capabilities
Branding
Creative
Digital Engagement
Earned Media
Public Affairs
Strategic Communications
Strategic Events
Strategic Communications
We worked with the Campaign for Tobacco-Free Kids to develop a name for the new campaign, as well as messaging, branding, and a social media strategy aimed at key influencers.
Creative
We created compelling campaign materials, including fact sheets, FAQs, and content for the website.
Our Impact
- Hatcher organized and conducted a news conference with the Maryland attorney general, which was covered by a dozen media outlets across the region.
- The campaign resulted in positive earned media, opinion pieces, and letters to the editor in outlets such as The Washington Post, The Baltimore Sun, Maryland Matters, The Daily Record, WJLA, WJZ, and WBAL.
- Though COVID-19 cut short the 2020 Maryland legislative session and delayed the bill’s potential passage, Hatcher and The Campaign for Tobacco-Free Kids set the stage for future legislative action to end the sale of flavored tobacco products in Maryland.