SHANIN by Wongdoody for Washington State Department Of Health

SHANIN

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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

Awards

One Show 2011
One Show Public Service / Radio - Campaign Merit

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
FVO: Dear Me. You’re a good mom. You know second hand smoke is toxic to Justice and Kelsey, so you smoke outside. But how about when you freeze them in the back of the car when you have your cigarette when you’re driving? And how could you tell Kelsey you won’t chaperone her class’ outing to Mt. St. Helens because you can’t smoke there? It is awful to think you are choosing cigarettes over your children’s feelings. They're right. It’s not fair. Love always, Me. My name is Shanin, 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.