Healthcare Marketing Impact Awards
Gold award for Integrated campaign
Advocacy, Boston , MA
"Tips from Former Smokers"
Centers for Disease Control and Prevention
Tips from Former Smokers' was based on focus groups showing that while most people know smoking kills, fewer know about the many ways smoking harms the body and how quickly it starts. The campaign's strategy was to show that living with a smoking-related disease can be a terrible life sentence. Key to the believability of the ads was that participants were not actors; they were real former smokers who suffer from a tobacco-related disease.