Anti-Smoking Spots Get Real

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Taking a page from reality-style programming like Survivor, the state of Utah’s new anti-smoking effort is chronicling the real-life struggles of seven smokers trying to quit.

Created by Salt Lake City agencies Love Communications and Crowell & Associates, the work is designed to promote a new phone-in “quit line” established by the state’s Dept. of Health as part of the Tobacco Prevention & Control Program.

“Our No. 1 goal is to get people to call the Utah Tobacco Quit Line to get information on learning how to quit smoking,” said Love Communications vice president, creative director Richard Love.

Lena Dibble, community health specialist for the Tobacco Prevention & Control Program, said ads are also meant to “show viewers what they might expect when they go through the quitting process.”

The idea for a reality-based campaign stemmed from research and focus groups, where smokers said they’d prefer hope, encouragement and “something real” with which they...







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