The One Show
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Category
Public Service / Radio - Single
Annual ID
11289R
About the Work
BRIEF:
Despite declining smoking rates for the general adult population, tobacco use among the working poor remained unchanged. As the country faced record unemployment and home foreclosure rates, we set out to convince smokers to give up what is often their only stress-relief tool. Compounding the challenge, the low-income audience tends to dismiss all anti-smoking messaging as judgmental and authoritarian.
SOLUTION:
To encourage low-income smokers to give up cigarettes without triggering a defensive response, we thought it best to step aside and let them convince themselves. Documentary radio spots follow real current smokers as they read aloud ?Dear Me? letters they?ve written to themselves about how they feel about their habit. The spots sign off with the line, ?No one can make me quit but me.?
Despite declining smoking rates for the general adult population, tobacco use among the working poor remained unchanged. As the country faced record unemployment and home foreclosure rates, we set out to convince smokers to give up what is often their only stress-relief tool. Compounding the challenge, the low-income audience tends to dismiss all anti-smoking messaging as judgmental and authoritarian.
SOLUTION:
To encourage low-income smokers to give up cigarettes without triggering a defensive response, we thought it best to step aside and let them convince themselves. Documentary radio spots follow real current smokers as they read aloud ?Dear Me? letters they?ve written to themselves about how they feel about their habit. The spots sign off with the line, ?No one can make me quit but me.?
2011 Awards
Total Points: 5
Merit
Credits
Production Company
Clatter & Din
Creative Director
Matt McCain
Writer
Matt McCain
Agency Producer
Steph Huske
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