truth® was about keeping kids from smoking. This CDC campaign is about getting adult smokers to quit.
They knew smoking might kill them, but they pictured a peaceful slide into a permanent sleep. We wanted them to consider what it would be like to live with the effects of smoking.
We won Effies every year since this campaign came out. The work resulted in over 500,000 “sustained quits” from 2012-2015.
Terrie and many of our other people have since died. They were all proud to do something positive.
“You just put your modesty aside when you’re doing the right thing.” Sean W.
Think about the guts it takes to go on national TV and show your scars.
Heart disease. Blindness. Amputations. This stuff will kill you, or maybe it won’t.
Cannes Bronze • Clio Bronze. • CA Advertising Annual • Effie Gold
CD: Me / CW: Bill Girouard, Me / AD: Steve Tom