Kelley & Associates launched the “Kick the Cup” outdoor campaign after the Shelby County Health Department tasked us with developing and delivering a dynamic brand for their new anti-opiate initiative. The goal of the campaign was to reduce the rate of teens using “lean” — or codeine cough syrup.

We developed the concept by researching and implementing the strategies used in other successful anti-drug campaigns. “Kick the Cup” invoked popular rapper Mozzy’s viral social media challenge, #KickDaCupChallenge, to appeal to teen self-sufficiency from peer pressure. We tested “Kick the Cup,” through interviews and focus groups with the teenage target audience.

With its to-the-point message for out-of-home media, “Kick the Cup” won a Platinum Marcom Award — the international competition’s highest honor. But more importantly, the campaign earned the enthusiastic support of stakeholders in county government and community groups. The bus wrap was officially unveiled in June 2019 at the headquarters of Memphis’ primary youth intervention program, Juvenile Intervention & Faith-Based Follow- Up. The event’s attendees included the Mayor, the media and 50+ youth, representing the audience who inspired the initiative.