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

Watson Richmond, Estados Unidos

6377

Marca: Youth Anti-Smoking Campaign
País: Estados Unidos

Anunciante: Virginia Tobacco Settlement Foundation

Título	What's Your Excuse
Agencia	Watson
Campaña	What's Your Excuse
Anunciante	Virginia Tobacco Settlement Foundation
Marca	Youth Anti-Smoking Campaign
Posted	Diciembre 2002
Sector Empresarial	Concienciación social sobre drogas / alcohol / tabaco
Lema	Can Anybody Tell Us Why Smoking Isn't Stupid?
Sinopsis	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?"
Filosofía	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.
Problema	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.
Medio	Televisión
Duración	30 seconds
Mercado	Estados Unidos
Director ejecutivo de creación	Cabell Harris
Director artístico	Cabell Harris
Responsable de conceptos / redactor	Steve Covert
Realizador	David Shane
Productor de la productora	Sunderland Procter
Productor de la agencia	Betsy Barnum-Hicks
Montador	Dave Koza
Director de cuentas	Whitney Snyder
Productora	Hungry Man