Arnold Spots Herald a “Smoke-Free Generation’




BOSTON-“What if we raised a smoke free-generation?” That’s the question posed in a trio of new commercials created by Arnold Communications for the Massachusetts Department of Public Health’s Tobacco Control Program.
As the millennium dawns, an effort was made to pull back from the more “aggressive” ads of the recent past, which urged consumers to get “outraged” at tobacco companies, said Dr. Greg Connolly, director of the Tobacco Control Program. “This [new] campaign is more aspirational. A warm, bonding message … to make this the New Year’s for quitting.”
Despite the potential broad appeal of the “Smoke-free generation” theme, it is unlikely the approach will be adapted for the American Legacy Foundation’s upcoming national anti-smoking campaign because “Legacy is focusing on youth. We [in Massachusetts] talk more to smokers and opinion leaders,” said Mary Brogdon, vice president and management supervisor at Arnold.
In a related development, Cheryl Healton, associate dean at Columbia University’s School of Public Health, was named chief executive of the American Legacy Foundation.
The first TV spot introducing the new theme to the Bay State shows children on a beach running and dancing. Copy asserts: “They’ll become Olympians. Or really good plumbers. One of them might win the Noble Prize. Or one of them might just quietly change the life of a friend. Each year, half a million more people will live to do all of these things if we raise a smoke-free generation.”
A second spot challenges smokers to eschew cigarettes as the new century begins and is tagged with Tobacco Control’s new Web address and the American Cancer Society’s toll-free quit-line number.
A third execution addresses the dangers of secondhand smoke. The campaign will run through March