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Clarity Coverdale Fury uses tactics both light and heavy to encourage smokers to quit in the second phase of its campaign for the Minnesota Partnership for Action Against Tobacco.
The print, outdoor, TV and radio campaign uses several approaches to appeal to a range of smokers, from those who are thinking of quitting to those who have tried to quit several times, said Jac Coverdale, creative director at the agency.
“The overall strategy is to do a comprehensive campaign, so that everywhere people look there’s lots of different messages,” he said.
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