At times, Arnold Communications, Boston, has shocked us with its documentary-style campaigns—such as that which chronicled the life and fears of emphysema sufferer Pam Laffin, who is currently awaiting a lung transplant. Now, in the new year, Arnold has deployed a different conceptual strategy to promote the anti-smoking cause for the Massachusetts Department of Public Health’s Tobacco Control Program.
The :60 entitled "Anthem" is part of a campaign that takes a positive approach by asking, "What if we raised a smoke-free generation?" The spot simply features children on a beach running, dancing, playing, walking on rocks—just being kids. They are happy, involved and social.
An accompanying voiceover explores the future prospects for these youngsters as they grow up. "They’ll become Olympians. Or really good plumbers. One of them might win the Nobel Prize. Or one of them might just quietly change the life of a friend. They’ll become famous for more than the traditional fifteen minutes. Or they’ll simply marry your grandchildren. They’ll write and dance and invent and discover and stand up for what is right. They’ll fight for causes and bleed for sports teams and scream for musicians and argue about politics. Each year, half a million more people will live to do all these things. If we raise a smoke-free generation."
A parting super then reads: "What if we raised a smoke-free generation?"
Greg Connolly, director of the Massachusetts Tobacco Control Program, explained the rationale behind the concept. "Over the past decade, we have seen terrific momentum building against tobacco usage in Massachusetts—evidenced by the number of adults who have quit smoking, new ordinances calling for smoking bans in public places, and a shift in societal attitude away from smoking," said Connolly. "Leading into the twenty-first century, this campaign captures the essence of this very positive change, and will provide the impetus and motivation for smokers to change their lifestyles in the new year. Change spurs future change."
The other spots in the campaign are similar in tone. One shows adults engaged in passionate conversation and lists possibilities for the future if they quit smoking today. To give smokers an immediate call to action, the ad is tagged with both the Massachusetts Tobacco Control Web site address (www.trytostop.com) and the American Cancer Society’s Quitline, a free service which provides counseling, quitting tips, referral to local cessation programs and literature.
There’s some risk involved in changing the creative strategy of an already successful campaign. But the latest wrinkle doesn’t mean that previous approaches can’t be deployed again. Indeed, Arnold’s work has had a hand in making impressive inroads against tobacco in Massachusetts. According to a recently released report, "Progress Toward Reducing Smoking in the Commonwealth of Massachusetts from 1993 to 1999," by the University of Massachusetts Center for Survey Research, the number of smokers decreased from 22.6 percent in ’93 to 19.1 percent today. Bucking the national trend, the smoking rate for Massachusetts dropped 15 percent from ’93 to ’99, which translates to 153,000 fewer smokers and 75,000 fewer tobacco-related deaths prior to the advent of the aggressive tobacco education program. The campaign was funded by the 25 cent tax per pack of cigarettes, which was approved by the state’s voters in ’92.
Arnold’s creative ensemble included creative directors Pete Favat and Jay Williams, associate creative director Margaret McGovern, senior broadcast producer Amy Feenan and producer Spring Clinton Smith. "Anthem" was directed by Nick Lewin of X-1 Films, bicoastal and Chicago, and shot by DPs Joe Zizzo and Brian Heller. Editor was Doug Walker of FilmCore, San Francisco. Henry editor was James Bygrave of The Finish Line, Santa Monica. Steven P. Arkel—a.k.a. Sparkle—of Complete Post, Hollywood, served as colorist. Audio mixer was Rick Swetzer of Rumblestrip, Boston. Music was composed by Peter DuCharme of Master Cylinder, Cambridge, Mass.
