When it comes to inspiring change, the determination and drive of a professional athlete stand out as some of the most powerful forces. At Fraser Communications, we’re harnessing the influence of sports figures to amplify our public health messaging, particularly in our efforts against smoking and vaping. Athletes exemplify perseverance and the ability to overcome challenges, these are qualities that align perfectly with the journey of someone trying to quit smoking or vaping.

By partnering with athletes, we’re able to deliver a message of strength, resilience, and hope to those individuals trying to quit. Their influence is uplifting with the goal to motivate individuals to take the first step towards quitting.

To share more about our approach, we spoke with Sheyla Ornelas, our Account Director and Director of Talent Relations leading Public Health’s Never Stop Quitting campaign, which has featured many athletes throughout the years.

To incorporate athlete influencer marketing into your next campaign or partnership, contact us.

Strategy behind the “Never Stop Quitting” campaign

Our partnership with the LA County Department of Public Health for the “Never Stop Quitting” campaign began with a simple but powerful idea: to celebrate those who have quit smoking or are actively trying to quit. “Our research indicates that quitting smoking often requires multiple attempts, and the journey can be incredibly challenging for many.” Sheyla said. “We acknowledge this by celebrating individuals’ quit attempts and drawing parallels to athletes, who are recognized for their unwavering determination, commitment to optimal health, and relentless pursuit of achieving significant goals.”

This campaign has been running for over five years and includes collaborations with top LA sports teams, such as the Los Angeles Dodgers, Los Angeles Sparks, Los Angeles Football Club (LAFC), and Angel City Football Club.

Sheyla emphasized the importance of a broad and inclusive approach: "We’re amplifying our message across multiple channels by featuring different athletes and teams. This includes videos, radio spots, newsletters, billboards, social media, website takeovers, events, and in-arena promotions, all in both English and Spanish. This ensures our message resonates with a wide and diverse audience, reaching communities across LA County.”

As an example, fans get to watch the player’s PSA play on the jumbotron or main screen during each home game or online on the team’s social media accounts. Their stories of discipline, lung health, endurance, physical fitness, and agility make them compelling advocates against nicotine addiction and vaping.

The Role of Sports Marketing in Creating Meaningful Change

At Fraser Communications, we believe in the power of sports marketing to drive meaningful change in public health. By leveraging the influence, authenticity, and broad appeal of athletes, we craft campaigns that resonate deeply with diverse audiences.

Whether it’s soccer players emphasizing the importance of healthy lungs or basketball stars cheering you on, our athletes deliver a clear message: quitting smoking and vaping is a challenge, but with the right mindset and support, it’s a challenge worth taking on.

If your organization is looking to create a public health campaign that harnesses the power of sports marketing, contact Fraser Communications today. Together, we can create messaging that inspires, motivates, and drives real behavior change.