These Incredibly Crafted Anti-Smoking Ads Drop the Fear Tactics in Favor of Empathy

PSAs from Alma show a new level of respect for aspiring quitters

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They know smoking is dangerous. They know it’s expensive. They know it makes them a bad influence on their kids.

And they know they need to quit.

In these new, documentary-style PSAs for Tobacco Free Florida, agency Alma takes a refreshingly respectful approach to encouraging smokers to quit. Instead of extreme scare tactics, the ads acknowledge that smokers are often fully aware of the dangers and costs of smoking—and that they’re struggling to make the right choice.

“I pride myself on my family, and I want them to be proud of me.”
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