CLIENT
US Centers for Disease Control and Prevention
Diane Beistle, Branch Chief, Health Communications Branch
AGENCY
Paul Nelson, Managing Partner, Executive Director
Wade Devers, Managing Partner, Executive Creative Director
Bill Girouard, SVP, Creative Director
Josh Tetrault, SVP, Creative Director
Carron Pedonti, SVP, Executive Producer
Kathy McMann, VP, Director of Art Production
Lauren Hyatt, Marketing Director
Plowshare
Jeff Boal, President
Wendy Moniz, VP, Project Manager
Golin Harris
Havas Media
SUMMARY
Very simply, smoking kills. To address this major public health issue, the CDC developed the very first federally funded national tobacco education campaign. Now in its second year, the Tips from Former Smokers campaign continued to feature 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 showed that the campaign resulted in a 38% rise in people visiting our website and a 75% increase in calls to our quit line.
