California Anti-Smoking TV
My partner and I were in charge of creating the campaign that would get Californians to stop smoking. We could have shown the hideous effects of cancer, but thought focusing on the positive would be far more powerful. We wanted people to really consider the precious moments they would live to experience if they quit smoking. After the campaign launched, I am proud that we got letters from people who said the work actually convinced them to kick their lifetime tobacco habit. That’s an incredible feeling.
For California Tobacco Control Project