R.I. Program Takes Smokers to School | Adweek
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R.I. Program Takes Smokers to School

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BOSTON RDW Group's latest work for Blue Cross & Blue Shield of Rhode Island's teen smoking cessation program was filmed on location at the state's Westerly High School and incorporates ideas from the students to make the point that smoking can take 25 years off a person's life.

A 30-second TV commercial, "Guidance Counselor," offers kids some tongue-in-cheek advice: Since smoking takes years off your life, you might as well skip college in order to make the most of the time you have left?

Breaking this month statewide on MTV, USA, Fox and network affiliates, the effort was overseen by Jeff Patch, creative director at the independent shop in Providence, R.I. Wendy Boffi (copy) and Jeff Dahlberg (art) also contributed.