Quitting smoking is not easy, we know that. It takes determination, resolution and a lot of willpower. For many years, major smoking awareness campaigns have delivered strong and violent messages in the hope of combating consumer addiction and tobacco dependence. However, such approaches often risk generating feelings of fear and rejection and achieving the opposite results. So how do we engage smokers and help them win their battles?
These days, advertising agency Duncan Channon has reversed the traditional route and created a different, but equally strong and powerful awareness campaign.
Together with the California Tobacco Control Program and the American animation studio Nexus Studios, they have created a series of three animated documentaries entitled “Tell your story”.
Based on the stories of three real-life ex-smokers, “Tell your story” is about the emotional journey a smoker goes through in the fight against their addiction. Rather than choosing incredible, flawless and extraordinary stories, the campaign gives voice to stubborn and flawed experiences, communicates empathy and normalises failures.
Illustrated and animated by director and designer Robertino Zambrano, Steven, Ryan and George’s stories take on a lively and vigorous figurative appearance that engages and draws the consumer’s attention.
Thus the awareness campaign takes an open and encouraging direction, communicating support and facilitating the request for help.
Each ad concludes by taking the viewer to NoButts.org and CA Smokers Helpline, two Californian non-profit smoking support services.
Watch the three animated documentaries here and share them with everyone.
Words by Federica Cimorelli