Social Marketing and Tobacco Campaigns

90 Minutes

Les Pappas, MPA

President and Creative Director, Better World Advertising

Les has been creating social marketing campaigns for over 30 years, and he has honed his experience in branding, graphic design, copywriting, layouts and message development. Les is recognized as one of the leading authorities in the field, and frequently speaks at international conferences as well as at state and local health departments and other government agencies on strategies of effective social marketing.

Under his leadership, BWA has produced more than 150 social marketing and branding campaigns, many in the area of tobacco cessation and prevention, and won various awards for excellence. Les’ creative vision and strong message development result in campaigns that are powerful, cost-efficient and effective. As the President and Creative Director of BWA, Les ensures that the creative approach, concept creation and design grow seamlessly from the campaign strategy and planning.

Prior to founding BWA, Les served as the Director of Prevention Campaigns for the San Francisco AIDS Foundation for ten years. His campaigns were featured in numerous national and international media outlets including CNN and Time Magazine. Les earned his B.A. from Clark University and a Master’s Degree in Public Administration from the University of San Francisco. Les is President of the Board of Family Builders, a nonprofit dedicated to foster care and adoption issues, and also served on the Board of Be Strong Families, a nonprofit that works with foster care agencies and other organizations that promote child welfare.

Kristin Harms

Communications Manager, California Smokers’ Helpline and the Center for Tobacco Cessation

As Communications Manager for the California Smokers’ Helpline and the Center for Tobacco Cessation, Kristin directs the communications and outreach efforts for both

She has more than 20 years experience in healthcare marketing and communications and 15 years experience in tobacco control. She has served as Policy Manager for the
American Lung Association of San Diego, Corporate Relations Manager for American Specialty Health, Health Promotion Manager for CIGNA Healthcare, and Marketing Manager for Mercy Healthcare San Diego.

Kristin has directed a variety of successful health care marketing and communications initiatives and has managed all aspects of marketing and communications, from strategic planning and market research to identity development, collateral design and production, web site development, print and digital advertising, direct mail, and trade show management.

Kristin earned her BA in Social Ecology from the University of California, Irvine and a diploma in Graphic Design from Platt College.

Webinar Objectives
  • Provide an overview of Better World Advertising’s recent tobacco campaign

  • Learn why social marketing is so important in this day and time

  • Discuss the California Smokers’ Helpline’s recent “Health Care Provider” print ad campaign, as an example of successful social marketing

  • Understand the impact of tobacco campaigns on tobacco cessation rates

Additional Resources Cited in the Webinar
  • The Schroeder Institute at Legacy created the first ever, evidence-based quit smoking app on Facebook. “UbiQUITous” provides smokers with free online quit assistance while deepening the research about the usability and success of quit smoking apps. Smokers looking to quit this season can download the app by visiting:

  • HubSpot - Watch the video to find out more about the program’s features at You can sign up for a free trial as well.

  • Visit InfusionSoft at This company works well with the smaller companies. Their website also offers a demo.