KEN by Wongdoody for Washington State Department Of Health

KEN

Pin to Collection
Add a note
Industry Anti-smoking
Media Radio
Market United States
Agency Wongdoody
Executive Creative Director Tracy Wong
Creative Director Matt Mccain
Account Supervisor Annette Wilder
Production Clatter & Din
Released August 2010

Credits & Description

Category: Public Health & Safety, Public Awareness Messages
Advertiser: WASHINGTON STATE DEPARTMENT OF HEALTH
Product/Service: STOP SMOKING ADVICE
Agency: WONGDOODY
Executive Creative Director: Tracy Wong
Creative Director: Matt McCain
Scriptwriter: Matt McCain
Agency Producer: Steph Huske
Account Supervisor: Annette Wilder
Production Company: CLATTER & DIN, Seattle, USA
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: WONGDOODY, Seattle, USA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO: Dear Me. You got a baby boy on the way. Do you wanna raise your baby around second hand smoke? You grew up with everyone smokin' all around you. Do you want him to start smokin' at 11 like you did? Don’t you want to be around to work on hot rods with your boy? The car wreck left you with one lung. Puffin' smoke with one lung can’t be good. You stink. You can’t breathe. You can’t afford it. Quit smokin'. Sincerely, Me. My name is Ken, and no-one can make me quit but me. ANN1: When you’re ready to quit smoking, there’s help out there. ANN2: To talk to a quit coach, call 1-800-QUIT-NOW. ANN3: Or go to quitline.com

Brief Explanation
Our challenge was to encourage low-income smokers to give up cigarettes during what may be the most stressful time in recent history. To urge these smokers to consider quitting without triggering a defensive reaction, we stepped aside and let them convince themselves. This series of documentary radio spots follows real current smokers as they read aloud Dear Me letters they’ve written to themselves about how they feel about their habit. The spots sign off with the line, 'No one can make me quit but me'. Note: the announcer lines are delivered by the other letter-readers in the campaign.