US Centers for Disease Control and Prevention/Office on Smoking and Health

Diane Beistle, Branch Chief, Health Communications Branch

Arnold Worldwide *Lead Agency

Paul Nelson, Managing Director
Wade Devers, Executive Creative Director
Bill Girouard, SVP, Creative Director
Josh Tetrault, SVP, Creative Director
Spring Clinton-Smith, SVP, Associate Director Broadcast Production
Kathy McMann, VP, Director of Art Production
Lauren Hyatt, Marketing Director

Plowshare

Jeff Boal, President
Wendy Moniz , VP, Project Manager

Golin Harris

Smoking is the leading cause of preventable death in the U.S. The Tips campaign was created to address this epidemic. To encourage smokers to quit, the campaign features hard-hitting ads that show real people living and suffering with smoking-related diseases who give Tips to smokers who could end up suffering from the same smoking-related diseases. Every time the campaign ran, the calls to the quitline more than doubled and clicks to the website increased at least 500%, driving more than 5 million quit attempts.