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Letting Smokers Talk Themselves Into Quitting

Letting Smokers Talk Themselves Into Quitting

Dear Me — Case Study

Smokers have one thing in common: only they will decide when they're ready to quit. So we developed a campaign where smokers wrote letters to convince themselves. The campaign has been picked up by the Centers for Disease Control and 19 states across the country.

Robert Tv — tv ad

Robert reads a heartbreaking letter about his struggles to quit smoking for his children.

Robert "Behind the letter" — TV ad

An extended mini-documentary accompanied each spot, courtesy of director and Pulitzer Prize-winning documentarian David Turnley.