Youth Anti-Smoking Campaign - "What's Your Excuse"

Watson Richmond, Vereinigte Staaten von Amerika

6328

Marke: Youth Anti-Smoking Campaign
Länder: Vereinigte Staaten von Amerika

Werbende: Virginia Tobacco Settlement Foundation

Titel	What's Your Excuse
Agentur	Watson
Kampagne	What's Your Excuse
Werbende	Virginia Tobacco Settlement Foundation
Marke	Youth Anti-Smoking Campaign
Posted	Dezember 2002
Geschäftsbereich	Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids)
Slogan	Can Anybody Tell Us Why Smoking Isn't Stupid?
Story	A woman opens her back door and calls "Bennett" for dinner. But alas, Bennett, who happens to be a dog, is busy sneaking a smoke. After taking a deep drag off of his cigarette, he looks at the camera, and says, "Hey, Im a dog. Whats your excuse?"
Philosophie	WORK, Inc., in partnership VTSF, embarked on one of the largest youth research and strategic efforts in Virginia history. The goal of the research was to inform the message development and creative process, while maintaining cultural currency by involving Virginia youth at every step. And in the end, it was clear that one positioning statement stood out from all the rest: Smoking sounds stupid, and you can choose not to be. In order to combat the rising problem, the advertising must first create awareness around the message to produce a change in the attitudes and beliefs about smoking among tweens/teen 10-17 leading to a reduction in the incidence of trial and use as they grow older. To date we are off to a great start with a 58% awareness level after a mere six months.
Problem	Underage smoking is a significant problem both nationally and in Virginia, with 70% of high school students having tried smoking. Virginia teens believe this number is only on the rise. Thus, WORK, Inc. was challenged by the VTSF to reduce this trend by delivering a strategic, hip, kid-friendly campaign.
Medientyp	Fernsehen
Länge	30 seconds
Markt	Vereinigte Staaten von Amerika
Executive Creative Director	Cabell Harris
Art Director	Cabell Harris
Texter	Steve Covert
Regisseur	David Shane
Filmproduzent/Produzent	Sunderland Procter
Agency Producer	Betsy Barnum-Hicks
Cutter	Dave Koza
Etatdirektor	Whitney Snyder
Produktionsfirma	Hungry Man