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.