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US Centers for Disease Control & Prevention (CDC)
Tips from Former Smokers

RAN IN: United States

CLIENT
US Centers for Disease Control and Prevention

Diane Beistle - Branch Chief, Health Comm. Branch

AGENCY
Arnold Worldwide *Lead Agency

Pete Favat - Managing Partner, CCO
Paul Nelson - Managing Partner, Director of Mktg.
Faye Doyle - Mgmt. Supervisor
Bill Girouard - VP, Creative Director
John Kearse - VP, Creative Director
Kathy McMann - Executive Art Producer
Carron Pedonti - VP, Group Head Broadcast Producer
Steve Tom - VP, Assoc. Creative Director


Plowshare Group *Lead Agency

Wendy Moniz - VP, Project Manager


GolinHarris


Havas Media


Harris Interactive


SUMMARY

Very simply, smoking kills. To address this major public health issue, the CDC wanted to develop the very first federally funded national tobacco education campaign. The Tips from Former Smokers campaign contains hard-hitting, emotional ads that shed light on the health consequences of tobacco use by featuring the powerful true stories of real people who struggle daily with their disabilities caused by smoking while encouraging smokers to quit. Initial research indicates the 12-week campaign was a major success, with thousands reaching out to the quitline or website for free help.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Consumer Involvement

Audience: Men, Women, Specific cultural or ethnic group, Boomers (45+), Young Men (20-35), Young Women (20-35), Mothers, Fathers

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English