Indiana Anti-Smoking Ads Debut

MZD Advertising is using Arnold’s award-winning national anti-smoking work as the basis for the first salvo in Indiana’s $7 million effort.

TV, radio and outdoor work that broke late last month sets up a broader effort from the Indianapolis shop that’s set to break early next year. “This is the education phase of our campaign [about] the dangers of tobacco,” said Harry Davis, MZD’s chief operating officer.

The agency bested crosstown shop Young & Laramore and Asher Agency in Fort Wayne, Ind., to win the account in July.

At the time of the win, Davis indicated that the agency would look at other states’ anti-tobacco campaigns in order to measure their effectiveness.

Four 30-second TV commercials use Arnold’s ad footage, which shows victims of smoking and their families talking about their situation. Each spot ends with copy that offers data about Indiana smokers, such as, “10,300 Hoosiers will die this year from tobacco use.”

While the rejiggered Arnold ads are intended to show the public the dangers of smoking, MZD’s subsequent work will attempt to push more specific messages, such as how to quit smoking or how to keep younger people off the habit, Davis said.