UNDO
When Californians take action together, Big Tobacco doesn’t stand a chance.
ChallEnge
For over 30 years, the California Tobacco Control Program (CTCP) has been a national leader in the fight against Big Tobacco. To build on that legacy and continue mobilizing Californians, the program needed a brand that could clearly convey its bold vision: to undo the damage Big Tobacco has caused and restore health and wellness to every community. The task was to evolve Tobacco Free California into a unifying platform that people across the state could recognize, trust, and rally behind, one that made the mission feel both urgent and achievable.
Solution
Through extensive statewide research, including focus groups across California and surveys of thousands of residents, we uncovered how people think, talk, and feel about Big Tobacco. The insights drove a complete rebrand: introducing UNDO.org as the unapologetic leader dedicated to ending Big Tobacco. We created a new name, visual identity, and messaging platform that positioned UNDO as both credible and approachable, a brand that could unify local coalitions while inspiring everyday Californians to take action. Alongside the brand launch, we migrated multiple legacy websites into a single, streamlined platform at UNDO.org, ensuring clarity, accessibility, and impact.
Result
With the launch of UNDO.org, California now has a bold, recognizable brand that captures its vision of a tobacco-free future. The new platform unifies decades of work under one name, makes resources easier to access, and reframes the fight against Big Tobacco as a collective movement already underway.
Since launch, engagement has been strong across the state:
- 34,600+ letters of concern sent to local elected officials
- 37,200+ social posts shared by people spreading UNDO’s message
- 9,500+ guides downloaded by community members and advocates
Together, these actions signal that Californians are rallying behind UNDO to protect the people and places they love, and to move closer to a future free from Big Tobacco.
