Arnold Breaks Mass. Anti-Smoking Ads | Adweek
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Arnold Breaks Mass. Anti-Smoking Ads

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Anti-smoking crusader Pam Laffin, who died of cancer last year at age 31, makes an emotional posthumous reappearance in an upcoming television campaign for the Massachusetts Department of Public Health's anti-tobacco program.

Laffin's struggles with emphysema, and other problems she blamed on smoking, were depicted in a series of commercials first broadcast nearly five years ago. The spots eventually aired in Maine, Delaware, Wisconsin and Nova Scotia, along with Massachusetts.

Four documentary-style TV spots and several print executions dealing with Laffin, who left behind two young daughters, start airing statewide March 19 for a four-week flight. They urge viewers to "make smoking history," a familiar tag in the state's smoke-out campaigns.

The campaign was created by Arnold, Boston, which also works on American Legacy Foundation's national anti-smoking effort.