Jeffrey Jordan, Rescue Agency’s founder: “Our entire mission is to make sure we are an insider. We need you to feel like we are your friend who is encouraging you to look at things differently.” ForbesSmallGiants
upiter Velvet, a transgender drag queen wearing a hot-pink catsuit and a frizzy blonde wig, is about to lip-sync the Britney Spears hit “Breathe on Me” before hundreds of revelers from Atlanta’s LGBTQ community. But before she begins, she holds a gas mask in front of her face and tells the crowd why she doesn’t smoke. “I am tobacco-free because, as a trans woman, it took me years to learn how to love my body,” she says. “And I won’t allow toxins to ruin the relationship I’ve built with my body.
For this anti-smoking video targeted at the LGBTQ community, Rescue cast four drag queens featured on the TV show From his light-filled office overlooking Mission Bay, he describes how traditional health marketing targets broad demographic groups like African-Americans or teenagers with scolding, one-size-fits-all messages. In a file on his computer he stores what he calls “moralist” ads. A classic of the genre: “This Is Your Brain on Drugs.
When he was 15, a friend brought him to a meeting hosted by the Southern Nevada Health District, which was starting a youth anti-smoking drive. According to Maria Azzarelli, who was managing the program, he stood out as a natural leader. Within a year, still a volunteer, he was shaping the campaign’s approach.
Rescue staged a series of events in hipster bars, bringing in DJs, musicians, artists and fashion designers to deliver the message. “We made it a cool thing not to smoke,” says Jordan. Still, Rescue’s rates remain lower than those at many agencies, at $100 to $200 an hour, while competitors with commercial clients can charge $500. “We’re profitable and competitive and we want to create an impact,” he says. Rescue’s biggest break came in 2012, when it won the first of two multi-year contracts with the FDA, altogether worth more than $400 million over ten years. Revenue shot up.
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