They know smoking is dangerous. They know it’s expensive. They know it makes them a bad influence on their kids.
And they know they need to quit.
In these new, documentary-style PSAs for Tobacco Free Florida, agency Alma takes a refreshingly respectful approach to encouraging smokers to quit. Instead of extreme scare tactics, the ads acknowledge that smokers are often fully aware of the dangers and costs of smoking—and that they’re struggling to make the right choice.
Aimed at Florida’s rural communities, where the agency says smoking rates are 33 percent higher than the rest of the state, the real-life vignettes introduce us to smokers—most often working parents under daily financial stress—who admit they’re tired of the physical and financial toll of smoking.
“I’m tired of not being able to breathe. I’m tired of wasting my money on cigarettes,” says Robert, a 29-year-old father of three. “I don’t want to smoke, because I don’t want to be like my dad. I don’t want to be in a wheelchair with an oxygen machine behind me. I want to be there with my children and grandchildren.”
Christy, a citrus inspector who works incredibly long days, wants to quit because she knows it would make her children more proud of her.