A Smoker's Brutal Fate

Arnold Effort For DPH Makes A Personal Plea
BOSTON–Some Arnold Communications executives say the latest campaign for the Massachusetts Department of Public Health’s tobacco control program may rival the shop’s acclaimed ads for Volkswagen of America.
The half-dozen commercials, airing through December, chronicle the travails of emphysema sufferer Pam Laffin and constitute a “repositioning” of DPH’s anti-smoking message, said program director Dr. Greg Connolly.
Refocusing the dialogue from politics, taxes and big-money settlements to issues of personal health and well-being was the key, Connolly said.
Showing a “real person,” a human symbol of the “horrors of smoking,” was also paramount, said Arnold creative director Pete Favat, who directed the spots.