By ROBERT GOLDRICH
smoking ad campaign that’s part of the much publicized Florida Tobacco Pilot Program, has struck a responsive chord among teenagers in the state. Conceived by Miami agency Crispin Porter Bogusky, the spots over the last year have gained widespread recognition and been lauded for their creativity. Examples include "Cinema" directed by Jeff Gorman of JGF and "Demands" helmed by Ron Hamad via hundred street films which both made SHOOT’s "The Best Work You May Never See" gallery.
But even more gratifying to the agency and production houses involved is that the campaign has helped make a positive difference. Florida’s Department of Health conducted a survey of 21,000 Florida middle and high school students two months ago and compared its results to feedback garnered from 23,000 students in March ’98. The research found an astounding 10% total decrease in teen smokers.
Furthermore, the number of non-smoking teens who said they would definitely not try cigarettes in the future is 36%-an increase of 15.6% to 31.1% in ’98. The number of teens who smoked in the last 30 days dropped from 29.9% to 23.3% in the 12 months between Feb. ’98 and ’99. The decrease was largest among middle school students whose cigarette use went down 18.9%. Current cigarette use among high school students dropped 8%. The margin of error in the survey is 2%.
"People have come to view the Florida campaign as the best youth campaign in the world and with these results they’ve proven it," said Stanton Glantz, a professor at the University of California, San Francisco, and a member of California’s Tobacco Education Research and Oversight Committee. He described the Florida program as "the model campaign, which I’ve been trying to get California to adopt."
But before getting expansive, the pressing concern is to get the powers that be in Florida to re-adopt the program that was the first in the country funded by a settlement with the tobacco industry. There’s no guarantee those funds or even a portion of that settlement money will continue to be directed towards the anti-smoking education effort. The money could instead be diverted to other unrelated programs.
In its infinite wisdom and in the face of the progressive results documented in the state department of health study, last month the Florida House of Representatives voted to budget nothing for the program in fiscal year ’99-2000 (July 1-June 30). This generated a public outcry that has resulted in the House upping its proposed allocation for an overall teen anti-tobacco educational program to some $30 million. The State Senate has budgeted a comprehensive program at $70 million. And Gov. Jeb Bush’s budget recommendation called for $61.5 million, a 12.5% cut from ’98.
However, even though budget proposals have risen over the past 30 days, there’s no assurance that any of this money will be put towards marketing, thus jeopardizing prospects for the continuation of the ad campaign, according to Kala Horvitz, account executive on "Truth" for Crispin Porter Bogusky.
Still, the agency has some funding ammunition left, at least through June. In the works is a stock footage spot of a Venus’s-fly trap, the exotic looking plant that lures insects, traps and kills them. The commercial will parallel the tobacco industry to the voracious plant, enticing, trapping and addicting kids to a life-shortening habit.
Citing the success of Florida’s anti-tobacco campaign, President Clinton released a statement calling on every state to commit to the implementation of a comprehensive program to reduce youth smoking. "Without such a commitment, states won’t have to spend a single penny of the $246 billion [national] settlement to reduce youth smoking," said Clinton. "We must act now: every day, 3,000 children become regular smokers and 1,000 will have their lives cut short as a result."
Director Jack Begert Joins Biscuit For His First Commercial Representation In U.S. & U.K.
Biscuit Filmworks has added filmmaker Jack Begert to its roster in the U.S. and U.K. This marks Begertโs first representation in advertising, building upon his acclaimed work in music video and film. He is best known for his striking aesthetic and surreal use of visual effects, displayed in his feature film debut Little Death, which won the NEXT Innovator Award at the 2024 Sundance Film Festival. The film stars David Schwimmer, Gaby Hoffman, Dominic Fike, and Talia Ryder, and was produced by Darren Aronofsky.
Miami-born and L.A.-based, the USC Film School graduate began his career in VFX and as an editor. Begert has worked with iconic musical artists including Kendrick Lamar, SZA, Flying Lotus, Childish Gambino, and Olivia Rodrigo, and has independently directed international campaigns for brands such as Apple, Converse, New Era, and Reebok.
Shawn Lacy, founding partner of Biscuit Filmworks, said of Begert, โWe are such fans of his work--and of him as a creator, thinker, collaborator, and great guy.โ
โMy creative approach is often about trying to discover something unexpected in the filmmaking process,โ said Begert. โBiscuit is a place where I can bring my own perspective to the work and still feel supported. That philosophy is clear from the talent they represent, and Iโm excited to join their roster.โ
โJackโs work blew me away the moment I first saw it,โ said Rupert Reynolds-Maclean, managing director at Biscuit Filmworks UK. โHe is a modern young director who clearly cares deeply about both craft and the necessity for it in his storytelling. Everything always pushes the narrative forward. Weโre looking forward to making great work together.โ
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