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

Christy, a mother of three, knows that smoking is costly, dangerous and exhausting. Will she find the strength to quit? Tobacca Free Florida

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

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."