With COVID-19 causing record numbers of people to attempt to quit smoking or vaping, the California Department of Public Health’s CA Tobacco Control Program has launched an animated TV campaign that normalizes the reality that failing is part of the quitting journey, and encourages people to get help. 

Created by Duncan Channon and directed and animated by Robertino Zambrano of Nexus Studios, the “Tell Your Story” campaign departs from attempts to scare or shame smokers. Rather this latest work takes an empathetic approach that shows compassion for the reality that smokers and vapers nearly never succeed in quitting on the first try, or even the tenth. The new work is particularly relevant in light of research that has shown that smoking doubles the risk of getting seriously ill from COVID-19. 

Led by a Duncan Channon creative team that includes former smokers, the agency spoke to more than 100 smokers and vapers about their unique stories of quitting–and failing along the way. The TV spots were born from 100% unscripted conversations with three real people–Steve, Ryan and George–and brought to life through animation. The animation style is unique to each person, and reflects the details of their personal expression. The stories bring raw authenticity to the campaign’s message to smokers that “every attempt is part of your story to quit for good.”

This PSA tells the story of Ryan, a non-binary vaper who found a greater impetus to quit–after failed attempts to climb the proverbial mountain–thanks to their younger sister.

“Our approach is all about reframing failed quit attempts as necessary forward progress in a smoker’s and vaper’s journey to quit nicotine for good,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “Smokers and vapers often feel a sense of defeat when their quit attempt fails, but it’s like building a muscle. Eventually, you get to where you want to be. This campaign is about normalizing that repeat process in an empathetic way.” 

Director Zambrano said, “I was attracted to this work because of its commitment to evocative storytelling. This wasn’t a simple animation piece, there was a documentary layer to it. We met, interviewed and got to know people from different walks of life with unique journeys of quitting. I reveled in the opportunity to present their journeys and voices in a creative, yet authentic way.” 

Credits

Client California Department of Public Health’s CA Tobacco Control Program  Agency Duncan Channon Anne Elisco-Lemme, executive creative director; J. Moe, associate director of creative technology, sr. art director; John Evans, copywriter; Kelleen Peckham, strategy director; Jonah Kaufman, Katherine Dean, brand strategists; Keenan Hemje, sr. broadcast producer; Emily Sarale, associate producer; Scott Whipple, studio designer; Phat Trieu, production artist. Production Nexus Studios Robertino Zambrano, director; Fernanda Garcia Lopez, Diana Angelius, producers; Tina Braham, sr. producer. Music & Sound Bamm Bamm Wolfgang Adam Alexander, composer, producer; Jake Meadows, harpist. Audio Soundfirm Andy Wright, engineer. Postproduction Golden State Post Matt Trivan, sr. Flame artist.

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