Tapping Into Quitline

Argus Crafts First TV Effort for Mass. DPH
BOSTON–Argus Communications here has fashioned its first TV spot for the Massachusetts Department of Public Health Tobacco Control Program. The 30-second commercial also marks the first specific promotion of DPH’s Quitline telephone counseling service, accessible at (800) TRY-TO-STOP.
The ad features a woman walking along a cold, crowded street as a voiceover explains how difficult it is to stop smoking. As the woman enters her office, she is revealed to be a Quitline counselor on her way to work.
The spot uses the tagline, “Help when you want it,” developed by the direct marketing unit of lead DPH shop Arnold Communications, Boston.
The effort attempts “to put a face on Quitline,” said Greg Connolly, director of the tobacco control program. “People don’t know what it is. This [spot] really sells the product.”
Stressing the one-to-one nature of the counseling was imperative, according to Lucas Guerra, the creative director who oversaw development of the ads for Argus. Mark Hartshorn served as associate creative director. Kirk Etherton wrote the copy.
Media placement is handled by Arnold. A representative at the agency pegged spending for the three-week flight at $200,000.
Argus has worked as a subcontractor to Arnold on the account for the past two years, creating mainly print ads and collateral pieces. The eight-person agency specializes in social and multicultural marketing.