Tapping Into Quitline

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Argus Crafts First TV Effort for Mass. DPH
BOSTON–Argus Communications here has fashioned its first TV spot for the Massachusetts Department of Public Health Tobacco Control Program. The 30-second commercial also marks the first specific promotion of DPH’s Quitline telephone counseling service, accessible at (800) TRY-TO-STOP.
The ad features a woman walking along a cold, crowded street as a voiceover explains how difficult it is to stop smoking. As the woman enters her office, she is revealed to be a Quitline counselor on her way to work.
The spot uses the tagline, “Help when you want it,” developed by the direct marketing unit of lead DPH shop Arnold Communications, Boston.
The effort attempts “to put a face on Quitline,” said Greg Connolly, director of the tobacco control program.






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