Maximum Exposure

Arnold Communications creative directors Pete Favat and Rich Herstek have shot countless hours of footage chronicling the story of Pam Laffin, who says her life-threatening emphysema was caused by smoking cigarettes.
That material, which for several years has appeared in award-winning anti-smoking commercials for the Massachusetts Department of Public Health, has been edited into a pair of short documentaries.
A 20-minute film shows Laffin, her two daughters and the medical professional who treats her talking frankly about the health effects of smoking. That effort will be distributed in Bay State schools next month, in tandem with educational materials, according to an Arnold representative.
In addition, negotiations are under way to air a 30-minute version of Laffin’s story this fall, possibly through the Public Broadcasting Service. -Judy Warner