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Show, don’t nag is the approach of Maris, West & Baker’s latest campaign for The Partnership for a Healthy Mississippi.
“Kids know they’re being targeted by tobacco companies,” said Eric Hughes, creative director at the Jackson, Miss., agency. “The spots make the dangers of tobacco relevant to them and their culture.”
Three 30-second spots broke Oct. 23 and will air through Nov. 26 on cable and network television throughout the state. In addition, tie-in posters will be distributed to secondary schools next week.
All three ads—”Barber,” “Bingo” and “License”—have a gritty, low-budget feel.
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